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Liberty Marks Its 150th Anniversary: Exploring the Timeless Allure of "Liberty Design"
Founded in London in 1875, Liberty has delivered beautiful designs and high-quality fabrics worldwide ever since. By continuously influencing the fashion world with originality and innovation, Liberty has captivated so many people. But what is it about Liberty that makes it endlessly appealing?
We trace back the brand's history with Takashi Matsubara, President and CEO of Liberty Japan, Co., Ltd., and Ayako Takahashi, a designer at the company, to uncover why Liberty prints are so beloved across generations.
PROFILE
Takashi Matsubara
President and CEO, Liberty Japan, Co., Ltd.
After graduating from Meiji University in 1996, studied in the UK and earned a Master's degree in Fashion Studies from "The London College of Fashion MA Fashion Studies." Returned to Japan and joined Liberty Japan in 2000. Will assume the position of President and CEO from 2025. Oversees sales and sublicensing of Liberty Fabrics in the Japanese market.
PROFILE
Ayako Takahashi
Head of Design Development Department, Liberty Japan, Co., Ltd.
After graduating from the Textile Design Department of "Bunka Fashion College," entered a textile company before joining Liberty Japan in 2001. Became Head of the Design Development Department in 2008. Has been involved in recoloring, design arrangement, and material development tailored to the Japanese market since joining, using her experiences from her previous job. In recent years, she has also participated in creating capsule collections designed by the Liberty Japan design team.
A Unique World View Born from Fascination with Eastern Culture
The story of Liberty began in 1875, when founder Arthur Lasenby Liberty and his wife opened a shop in London selling Asian artworks and fabrics.
Guided by the belief of "bringing beautiful, quality everyday items to more people," they imported and sold artworks and fabrics from across Asia, especially Japan. This was rooted in their deep interest in Japanese culture and the Japonisme trend that was the rage in Britain at the time.
Initially, they imported and sold silk fabrics, but due to lengthy shipping times and high risk of damage during transport, they eventually started manufacturing fabrics in England with local craftsmen.
Matsubara"Liberty didn't initially start with dress fabrics, but rather with materials for interiors like curtains. Liberty's signature cotton fabric, 'Tana Lawn,' was actually developed during World War I as a substitute for silk."
Not long after its founding, Liberty products caught the eye of prominent artists of the era and generated great excitement. The shop quickly grew in reputation, and in 1924, Liberty opened a Tudor-style department store on London's Great Marlborough Street, constructed using enough timber for two warships.
Locally nicknamed "Tudor House," the Liberty department store has become an iconic landmark in London, playing a key role in conveying the brand's unique worldview.
Liberty's full-scale entry into Japan occurred in the 1970s. There was already a devoted fan base at the time, making its arrival eagerly anticipated.
Takahashi"I believe Liberty's popularity in Japan is partly due to admiration for British culture, but also because of the sense of affinity that comes from similarities such as both being island nations and having imperial/royal families."
The spirit of Liberty, born from respect for Eastern culture, resonated deeply even in far-off Japan, becoming firmly rooted as a unique cultural phenomenon.
The Irreplaceable Warmth of Hand-Drawn Design
Even after more than a century since fabric manufacturing began, Liberty prints remain as popular as ever. "Ever since their debut, Liberty designs have been highly regarded for their artistry," Matsubara remarks.Matsubara"A constant value at Liberty is the importance of 'hand drawing.' Even in today's age of advanced digital technology, original artwork is still hand-drawn using watercolors or colored pencils before being completed digitally on the computer."
In fact, Liberty's floral and small-flower motifs are so widely recognized that they're even listed as "Liberty patterns" in fashion dictionaries. The distinctive color combinations and delicate touch are so unique that they are instantly identifiable as Liberty at a glance.
The design archive holds over 60,000 patterns. Inheriting that DNA while constantly pursuing originality is how "the Liberty spirit" is expressed.
Takahashi"In addition to classic ranges (staples) like floral patterns, we also regularly release seasonal ranges (spring/summer, autumn/winter). Each season, we dig into set themes, inspirations for designers, and trends, interpreting them into fresh new designs."
The popularity of designs changes from season to season. In Japan, there tends to be a preference for intricate and delicate patterns, while in France, cute florals reminiscent of what small children wear are especially favored.
Around 200 new patterns are created each year. Some of these are presented as original designs in both the UK and Japan.
Matsubara"In Japan, there are many collaboration designs featuring characters like Hello Kitty, Peter Rabbit, and Peanuts. As for Hello Kitty, we've been regularly rolling out collaboration items for about 15 years now."
For these kinds of collaborations, it seems they create a unique touch distinct from other companies by respecting the character's individuality while still retaining Liberty's signature flair.
While maintaining a commitment to the analog, "hand-drawn" approach, Liberty's designs continually evolve by incorporating the latest creative sensibilities. This flexibility is one of the reasons Liberty prints have remained beloved across generations.
Liberty Made in Japan to the World
We asked Matsubara why brands and consumers continue to choose Liberty prints year after year. He responded:Matsubara"Trust in our quality and brand is a huge reason. For us, 'high quality is a given,' and on top of that, we want to inspire people with our prints. Although the dyes and processes differ between the UK and Japan, we rigorously manage everything to maintain the same high standards wherever possible."
This confidence and pride, built from years of leading in the fabric industry, is what underpins the unwavering trust consumers have in Liberty.
Matsubara"Looking ahead, we're aiming to address social movements like the SDGs while sharing Made-in-Japan Liberty designs with the world. We launched that project in partnership with our UK base last year.
"We're eager to keep taking on new challenges and want to affirm Liberty print’s presence as something timeless—something that transcends trends."
Liberty has enchanted people worldwide for nearly 150 years not only with beautiful print designs, but also a deep philosophy and unwavering dedication. It’s this spirit that will continue to captivate and inspire for generations to come.
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