Liberty was one of London’s first department stores, opened in 1875 by Arthur Liberty, with the aim to bring beautiful exotic fabrics to sell to the artistic shoppers. The building that Libertys occupies today was built in the 1920s, using timber from two battle-ships, in a mock Tudor style. The interior is magnificent, full of carved wooden panels and creaky stairs, it feels like a home, with the scarf room at its centre, corridors and small rooms overflow eclectic objects. Although in many ways Libertys is like any other department store, selling luxury big names like Comme des Garcons and Dior, it differs in its consistent and unique aesthetic and features local smaller designers and artists.
For years, William Morris designs have been prominent Liberty, and still today his fabrics are being sold. You can see a heavy influence of the Arts and Crafts movement in Liberty’s upholstery and dress-making fabrics, as well as in the interiors and furniture departments. This style is also what sets Liberty apart from other department store, they have managed to keep it modern and relevant by intertwining new fashions into Arts and Crafts pieces.
Liberty has a strong image, and they keep it going by using the nostalgia and craft aesthetic in everything they do. I think there will probably always be a market for this, it is luxury and quality without the flashy-ness. People with lots of money, the ones that like the rustic eclectic look, can feel like they have travelled and acquired interesting meaningful objects, with just one trip to Liberty.


I chose a piece of interiors fabric, sold for curtains and upholstery. It has this bold clementine pattern, it stuck out to me as nostalgic, as I think my grandparents had similar fabrics in their home. It was printed in Italy and made from 100% woven linen. It was displayed in the store as a sample length, probably they would have big reels which would be cut to order. It references art nouveau style and reminds me of William Morris’ designs. To me the style is very distinctive of Liberty’s. The clementine design has come back and fourth in fashion over time, I have seen bold shirts and papers in a similar style, but more modern. You would have to be moderately wealthy to buy this fabric, especially if for curtains or large amounts as it would end up being expensive. I think the kind of person who would buy this fabric, would be an older person or someone with a slightly old-fashioned interesting style.
Liberty London (unknown date publish) Store Heritage. Available at: https://www.libertylondon.com/uk/information/the-store/store-heritage.html (Accessed: 11 December 2018).






























Part of the exhibition features a small store where you can try on the current collection and order pieces. It’s confusing at first, having a shop and a saleswoman in a gallery. The way it is executed feels almost toy-town like, it reminds me of an old-fashioned shop in a children’s picture book. Being in this setting, it feels novel and even nerve-racking to be able to touch the clothes. In contrast to this, other pieces have been placed in a formal museum/gallery setting, taking away the tactility of clothes shopping. Included is a mock shop clothes rail, with a sign ‘DO NOT TOUCH’ this seems almost alien to see with this familiar arrangement, usually inviting its audience to interact with the fabrics. This simple statement has taken the clothes from functional objects to art; like a meshing of gallery and shop.




















