Retailers are taking Liberty to heart
Thursday 04 March 2010
From mass retailer Target in the US to international concept stores like Merci (Paris), Isetan (Tokyo), or 10 Corso Como (Milan) -- the Liberty of London flower print is popping up everywhere right now.
From mass retailer Target in the US to international concept stores like Merci (Paris), Isetan (Tokyo), or 10 Corso Como (Milan) - the Liberty of London flower print is popping up everywhere right now.
Target's collaboration with the iconic London department store has resulted in the characteristic flower and paisley prints appearing on dresses, jumpsuits, swimsuits, bags, and even some home accessories, hitting US stores March 14.
Meanwhile, Carla Sozzani's 10 Corso Como concept store - run by the sister of Italian Vogue editor Franca and widely regarded as the Italian version of the Parisian Colette - commissioned US artist Kris Ruhs to reinterpret Liberty's 1960s prints. The bags, scarves, and swimwear are already available via the shop and its website.
The Paris-based Merci store is also joining in on the general Flower Power celebration, throwing a bash for its floral Liberty stationery, home accessories, and even suitcases carrying the prints during Paris fashion week, March 4.
Finally, the London department store also collaborated with Japanese brand JAPAN for a line of printed bandanas for Tokyo conceptual retailer Isetan.
But the trend doesn't stop there: beauty brand MAC releases a collection inspired by the pattern (called Give me Liberty of London), with products packaged in Liberty prints available from March 11.
Liberty has also worked with fashion brand Fred Perry and shoe designer Nicholas Kirkwood for individual ranges, while the trend inspired imitations by others including French-American tattoo-print label Ed Hardy, which just launched bags with similar prints.
The sudden flood of collaborations could be due to Carnaby Street's Swinging Sixties anniversary celebrations and the general hippie and Flower Power trends this year, but also, Liberty of London's retail sales are reportedly down, hinting at the store's need to increase publicity with collaborations.
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