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August 30 2014

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Liberty in London Has Some Work Done

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“It’s got to be a bit mad, doesn’t it?” said Yasmin Sewell, creative consultant for the recently revamped Liberty store. “It is Liberty, after all.” After an extensive renovation aimed at modernizing Liberty and restoring the landmark to its concept shop roots, the store debuted its new look on February 15. “We’ve tightened our edit considerably,” Sewell explained as she led the way through the new Avant-Garde room, which devotes its space to designers such as Margiela, Anne Valérie Hash, Acne, Dries Van Noten, and Rick Owens. The former buying director at Browns, Sewell is also bringing Liberty up-to-date by locking down exclusives with designers such as handbag phenom Katherine Fleming (who will host a trunk show at the store on Wednesday) and jewelry makers Eddie Borgo and Pamela Love. But the Liberty heritage remains front and center: Tamara Salman’s store brand gets pride of place in the accessories department, for example, and the historic sewing floor remains intact. (Sorry, out-of-towners, quilting classes are booked through spring.) “I’m happy to say,” notes Sewell, nodding at the browsers paging through fabric bolts and hunting for thimbles, “that you can still get pretty lost up here.”

Photo: Dan Kitwood / Getty Images

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  1. swon3806 says:

    I love liberty’s – what an amazing store. Yasmin has totally revamped the store. She’s sucha legend! Followe her on twitter: yasminsewell

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