Fragrance house

Liberty LBTY

Liberty LBTY draws on Liberty’s early identity, which centered on ornaments, fabrics and objets d’art from around the world; its influence was strong enough for Art Nouveau in Italy to become known as Liberty Style. The Great Marlborough Street store, designed by Edwin T. Hall and Edwin S. Hall, opened in 1924 and was built with timbers from two historic three-decker battleships. Directional design, cultural collaborations, in-house printmaking and an archive of 45,000 designs remain closely associated with Liberty’s public identity. After Liberty rebranded in 2020, Pentagram created the LBTY Beauty visual identity, including a logotype derived from Liberty’s main logotype and archival typography. LBTY fragrance launched in 2023 with five scents inspired by Liberty archive prints, then expanded in 2024 with the floral-oud fragrances Ianthe Oud and Hera Reigns. Zephirine, created by Frank Voelkl and inspired by the 1889 Eden’s Awakening print, is a bestselling LBTY fragrance.