WOW! Whistle's awesome new website

Expect fireworks on the web today (do you see what we did there? Do ya?). This morning Whistles has launched their awesome new site and it is so innovative in its design, it's set to put a rocket up the rest of the world of ecommerce.

Ever since fashion genius Jane Shepherdson (the woman who made Topshop our top shop) arrived at the label, the designs have jumped onto Grazia’s wishlist. We don’t even want to tell you the number of times half the office has turned up in a zip-up Whistles dress this season…

So now that the Whistles’ look has been rebooted, it makes sense the label is following suit with its website. As Sheperdson says, 'We spent a lot of time researching best practice online. We then threw out everything we had learned, and just designed something that pleased us visually…'

We love a brand that rips up the rule book! Watch the video above to see why it looks so different from anything you’ve seen before. Basically, instead of the home page being confined to the dimensions of your computer screen, it’s actually the size of a large plasma tv which extends out beyond the edge of your monitor, and you just move your mouse around to see the different areas. In a nutshell, it’s way less windowy – you’re not constantly being zapped endlessly on to new screens. Yay! We particularly like the concept of ‘hidden gems’ – items which can be found in concealed places on the site (replicating that delicious feeling of serendipity when you accidently stumble across something brilliant on the racks in a, ahem, ‘real-life’ store). And we can exclusively reveal, that the giant home page (aka Whistles Art Space) is set to be curatored by a number of exciting guest editors in the future – from celebrities to designers to artists.

And if that wasn’t incentive enough to visit, Whistles is also releasing a number of limited edition pieces, which will only be sold online. Beyond cool.