Drawing inspiration from the heritage of Liberty.
Liberty of London
A landmark of Regent Street in the West End of London since it first opened in 1875, the famous Liberty department store sells luxury goods and is well-known for its floral and graphic prints. Each new season, Liberty produces a lookbook for the press, to showcase the latest fashion collections and trends featured in the store.
_ Liberty of London
Hawaii was commissioned to design a series of new lookbooks that were quintessentially ‘Liberty’. Challenging the stereotypical formats and obvious use photography, we decided to use illustration as the main vehicle for the books’ visuals. This allowed us to be playful in our storytelling and creative with the compositions and layouts. We drew inspiration throughout, from the fantastic Liberty archive and chose one key print to incorporate within the design of each lookbook.
The hand drawn nature of the illustrations complimented the traditional values and craft of the historic shop and also drew attention to the quality of each of the new designers’ works.