×
278
Fashion Jobs
MAJE
Supervisor - Selfridges, London
Permanent · LONDON
BURBERRY
CRM Manager
Permanent · LONDON
TOPSHOP TOPMAN
CRM Coordinator
Permanent · London
TOPSHOP TOPMAN
Senior Marketing Manager
Permanent · London
ARCADIA GROUP
SEO Manager
Permanent · LONDON
ARCADIA GROUP
Digital Logistics Manager
Permanent · London
NEXT RETAIL LTD
Buyer - Womenswear (12 Month Contract)
Permanent · ENDERBY
GUCCI LIMITED
Gucci Visual Merchandising Manager
Permanent · LONDON
NEXT RETAIL LTD
Warehouse Operative (Part Time Afternoons - 14.00 - 20.00)
Permanent · PONTEFRACT
TOSHI TECHNOLOGIES LTD
London Experience And Operations Manager
Permanent · LONDON
TJX CORPORATE
Information Technology Graduate (2021)
Permanent · WATFORD
SHISEIDO
UK Supply Planner
Permanent · LONDON
NEXT RETAIL LTD
Loss Prevention Officer - Preston 721
Permanent · WALTON-LE-DALE
DESIGNER EXCHANGE
Digital Marketing Manager
Permanent · LONDON
SHISEIDO
Bareminerals Account Manager - Hoopers, Wilmslow (Maternity Cover) (37.5)
Permanent · Manchester
SHISEIDO
Bareminerals Account Manager - Debenhams, Winchester (Maternity Cover)
Permanent · Hampshire
SHISEIDO
Account Manager - Debenhams
Permanent · BURY SAINT EDMUNDS
SHISEIDO
Bareminerals Account Manager - Debenhams, Ipswich (37.5)
Permanent · Ipswich
SHISEIDO
Shisiedo Group Fragrance Account Manager - John Lewis, Brent Cross (22.5)
Permanent · London
NIKE
Nike Temporary Part Time Athlete (Sales Associate)
Fixed-term · Bideford
NIKE
Nike Temporary Part Time Athlete (Sales Associate)
Fixed-term · Portsmouth
REISS
Assistant Branch Merchandiser
Fixed-term · LONDON

Liberty fashion show marks new own-brand RTW strategy, new design chief

Published
Jun 12, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Destination department store Liberty staged its first-ever runway show in London on Wednesday with the event marking its first own-brand ready-to-wear collection and the first collection from its newly-appointed head of design, Holly Marler.


Liberty has unveiled a new own-brand RTW offer



Marler is an experienced designer who has worked at Alexander McQueen under Lee McQueen himself, and more recently at Temperley London. And traces of both labels’ influence could be seen in the collection, but with a very Liberty look overall.

The show, staged on the historic store’s fourth floor with its gallery set-up almost custom-made for an ‘in-the-round’ runway, came complete with musical entertainment and shone the spotlight on the spring 2020 collection. This will be wholesaled globally starting this month and will appear in stores this October.

It follows the company’s recent launches of own-brand nightwear and swim-and-beach collections and reflects the increasing importance of own-brand to department stores.

The new RTW spring collection has been inspired by influential female surrealist artists from the 1930s and the “total unconformity and liberty” of the Bloomsbury set. But there was also a 1970s edge with tiered ‘peasant’ dresses reminiscent of early Laura Ashley, focused on maxi lengths and intricate detailing.

But the key element of  inspiration came from Liberty’s own extensive archive of over 45,000 prints with print the defining feature of the new offer.

So what’s included? The design team has come up with a 45-piece collection where the brand’s signatures such as the Ianthe print and the 1950s Liberty ‘L’ design have been worked alongside an on-trend feminine-retro vibe.

Marler said the prints “informed the silhouette of each garment from the beginning. We wanted to create a ready-to-wear collection for a mindset rather than an age; a creative, eccentric collector, with a love of beautiful things and an appreciation for the hidden details.”

The collection includes day and evening pieces (definitely veering towards dressy day rather than ‘everyday’), plus skirts, jackets, suits, shirts, robes and knits so it’s pretty comprehensive. For some pieces, the Liberty prints have been contrasted with plains in pattern/plain blocks, while others are a print jamboree in the retailer’s distinctive silks or Tana Lawn cotton. 

Also featured are “unfinished” elements like reversed Liberty Silk ribbon, as well as trompe l’oeil, sequin embellishment and the brand’s first-ever lace.

As mentioned, it’s part of a wider move towards own-brands by many big-name retailers. In the department stores sector, larger rival John Lewis has achieved strong fashion growth through own-brands and Liberty itself has launched several major initiatives already this year. With Marler now on board, it looks like there will be a lot more to come.

Copyright © 2020 FashionNetwork.com All rights reserved.