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Liberty Launches National Treasures Project

London department store is putting the spotlight on 21 well-known British figures, including Paul Smith, Helena Bonham Carter and Stella McCartney.

LIBERTY’S TREASURES: London department store Liberty is often described as one of the city’s landmarks, thanks to its standout Tudor revival building on Regent Street. Now the store is putting the spotlight on a number of other celebrated British icons, as part of its National Treasures project. Liberty has teamed with 21 well-known British figures and institutions, and asked them each to create a product they have always wanted, which will be sold to benefit different charities.

Paul Smith, for example, has designed a sofa covered in swatches of Liberty print fabric, while Helena Bonham Carter has created an antique gold necklace with jeweler Annina Vogel and Stella McCartney has designed a Union Jack charm necklace.

This story first appeared in the November 1, 2011 issue of WWD.  Subscribe Today.

Some of the items will be auctioned via Liberty’s Web site,, and some will be sold in limited editions at the store and via Liberty’s Web site. The majority of the proceeds from the sale of the designs will go to Kids Company, which supports vulnerable children in U.K. cities, though other charities nominated by the designers, such as Oxfam, the Great Ormond Street Hospital and Save the Children, will also benefit.

Ed Burstell, managing director of Liberty, said: “Since moving to the U.K. and joining Liberty three years ago I discovered a wealth of creative, talented and interesting people I wanted to work with, and so decided to do this in one big project where we could donate the proceeds…to charity.” The silent auction, held via the Web site and telephone bids, ran through Oct. 31.

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