Popping swaps: Liberty of London hosts a trio of design collaborations through pop-up swap shops

Liberty of London has extended its design collaboration roster to include working with a trio of international retail names this spring – through shared swap-shop pop-ups in-store.



First to kick off and launching during fashion week on Feb 23, the London based retail brand has linked with Milan boutique 10 Corso Como for a mutually beneficial print collaboration realised across a limited edition capsule collection for spring/summer. Under the chic Milanese owner, Carla Sozzani’s direction, artist Kris Ruhs has reworked the iconic Liberty Ianthe print into a contemporary design that adorns shirts, swimsuits, hats, leather accessories, scarves ties or handkerchiefs. The pop-up area in-store is merchandised similarly to the Corso Como flagship and the product will sell in both locations for the rest of the summer.

Meanwhile Liberty has also joined forces with philanthropic Paris lifestyle store Merci for a joint swap-shop – over consecutive weeks and with installations in both capitals happening from early March (4 March in Paris and 9 March in London). The Liberty-Merci pop-ups will sell an exclusive range of limited edition pieces, designed and created by Merci creative director Marie France Cohen. After immersing herself in the Liberty print archives she chose a selection of heritage designs that sum up the essence of Liberty for both the French and UK markets. Think summery floral sundresses for women, cute smock tops and flowery bloomers for childrenswear. Soft furnishings are a Merci strongpoint so there are cushions, specially commissioned sofas and haberdashery items too.



Last but not least is the grand daddy of retail design collaborations, Target. Liberty of London hopes to make inroads into the lucrative US market by partnering with the giant US value retailer – and following a value-nomics led strategy. The limited edition Liberty for Target collection is the US retailer's biggest distribution to date with availability at 1500+ stores. It spans fashion and homewares, picnic items and even garden equipment. The prints are bold and undeniably floral and the mass market priced collection will be on sale at Target stores in the US as well as Liberty in London from April.


This spring’s celebration of flower power is about embracing the democratic notion of design for all. Ed Burstell, Liberty’s buying director says: “The price points for our Target collaboration truly spread the Liberty look to all. Now designers and retailers around the world are recognising that by taking our iconic prints and applying them in a considered way to a garment or an object, they can create future classics, whether it’s a plastic beaker at Target, a standout suitcase at Merci or an exquisite scarf at 10 Corso Como.”


All three collaborations are well thought out brand synergies that benefit both parties. Through the swap-shop pop–up executions in each country, Liberty finds itself working with like-minded fashion and lifestyle brands and reaching a global audience on a localised level.

Peacock feathers flying at H&M

The latest designer collaboration has hit at H&M and Matthew Williamson's new spring range was flying off the racks on Regent Street last night at the VIP / Vogue exclusive preview shopping evening, where Williamson's signature peacock feathers and bright colours were keeping early bird fashionistas happy.

With a queue stretching right around the block it was elbows sharpened to snaffle the hit items - the peacock print jersey dress and long flowing chiffon maxi dress were both early winners while the khaki crop biker jacket and fucshia or turquoise knit cardigans were also fastest off the racks.

Bestie mate Sienna Miller was floating around upstairs while Pixie Geldof was perusing the rails in earnest to try to find something mixing Williamson's hippie deluxe with her rock chick style!

This collection is one of H&M's biggest orders with "plenty to go around" according to PR people and with deliveries today to 1600 stores worldwide everyone should be able to get their hands on a peacock feather or two.

This week's designer collections activity goes to show the high street is still in love with the now common seasonal injection of a bit of celebrity hype and judging by the queues, consumers are still willing to pay for it. I'm wondering if Zandra Rhodes can pull it off for M&S later on this summer too?

Hulanicki highs at Topshop

60s icon Barbara Hulanicki is the latest designer collaboration collection at Topshop and judging by tonight's launch event, this summer's playful pantsuits, chiffon print scarves and blouses will fly off the racks. Hitting stores on the 28th April, London's fashion hipsters had a week's headstart on the rest of the country with an exclusive private shopping event in Notting Hill's Millers Academy (antiques-laden literary private club).

This type of private shopping event has to be a winner in today's tired seen-it-all-before retail climate. The treasure trove ambiance of the venue and wardrobes full to bursting of the new collection probably helped matters - as did the cocktails and Delicious catering to fuel decision making.

Hulanicki was holding court among her Biba-era friends such as Jo Wood, Jan de Villeneuve and Cilla Black. She told me she'd had lots of fun working with the Topshop team on bringing her colourful sunny clothes to life again. And her favourite outfit is the grey suede crop jacket with matching high waisted shorts: "I can't wait to see how everything sells!" she said.