Liberty London Appoints Sinead O'Brien as Head of Design

A New Chapter in Liberty’s Design Legacy

Liberty London has confirmed the appointment of Sinead O’Brien as its new head of design, tasking her with spearheading the department store’s ambitious expansion of its in-house fashion offering. O’Brien brings a rich blend of experience, having honed her craft under the legendary Vivienne Westwood before consulting for brands such as Erdem and Roksanda. Her first collection for Liberty is scheduled for release in spring 2028, with a cadence of two main collections and two pre-collections each year.

O’Brien’s arrival coincides with Liberty’s renewed commitment to ready-to-wear and textiles. The store has already expanded its fabric department by 140 percent and unveiled plans to further grow its womenswear selection. The AW26 collection, titled ‘Modern Reverie’, offers a tantalising glimpse of the future, particularly in the realm of print, where an immersive, architectural approach reimagines Liberty’s signature design values. Heritage motifs like Eva Belle are woven with contemporary twists, demonstrating the team’s deep dive into the extensive archive.

A Vision Rooted in History, Focused on the Future

O’Brien’s fascination with the dialogue between past and present has been a driving force throughout her career. Her thesis explored how fashion uses history to inform the future, and at Vivienne Westwood she learned to navigate a fashion archive, decipher brand codes, and use layered referencing to create collections with a strong identity. “The incredible archive and rich history of print and design that is unique to Liberty is what drew me to the role,” she says.

As she settles into the position, O’Brien is examining how Liberty’s print language and ready-to-wear silhouettes can evolve. She envisions expanding into new categories to create a more complete womenswear and menswear offering, while bringing the language of Liberty’s interiors and scarf designs into ready-to-wear. “Things naturally influence one another in our studio environment, and I want to really lean into that,” she adds.

Balancing Heritage with Contemporary Relevance

With a history spanning over 150 years and an archive of more than 65,000 pieces, Liberty possesses a treasure trove of inspiration. O’Brien sees this as an endless source of creativity. “Being curious and searching for the unexpected is important because I want to find something new – perhaps presenting what is unseen alongside the archetypes we already know from Liberty,” she explains. Her approach involves taking archival prints on a journey through the design process, deconstructing elements, reworking them, and developing new techniques. This method ensures that each collection resonates with today’s customer while honouring the brand’s legacy.

Expanding the Fashion Proposition

Following the significant expansion of fabrics and haberdashery, O’Brien identifies vast potential in evolving Liberty’s fashion proposition. She is keen to explore how the brand’s design language can migrate across different categories, taking the codes that customers associate with Liberty and finding fresh ways to express them. This could mean new product lines or reimagined classics that speak to a contemporary audience.

Craftsmanship and Collaboration at the Core

Craftsmanship remains paramount, both in manufacturing and within the design studio. Liberty has recently partnered with Albion, a British knitwear company, and Manteco, an Italian woollen mill, for its first womenswear coat collection. “We really value our collaborations and look to our mills and printers for their expertise as we push the boundaries of how we work,” O’Brien notes. Long-standing relationships with suppliers often yield exciting developments, as mills bring new techniques, prints, or weaves that inform the design process. “That feedback cycle is vital, and for me, it’s the synergy of both sides striving to discover what’s possible that makes collaborations so valuable.”

Responding to Evolving Consumer Tastes

As consumer preferences shift, Liberty is attuned to the need for versatility in colour, pattern, and material. While iconic, colourful prints remain beloved, O’Brien is also exploring more tonal and textured fabrications, offering a subtler entry point into the Liberty world. “Having moments of ‘breathing space’ in these tonal variations is important within the collection,” she says. This speaks to a different customer who wants to wear pattern in a quieter way, and there is a richness and sophistication to that approach.

O’Brien’s appointment marks a pivotal moment for Liberty London as it reinforces its design foundations and embarks on an exciting new era. With her deep respect for the archive and a forward-thinking mindset, she is poised to guide Liberty’s design identity into a vibrant future.