TALL TALES: Liberty’s in-house accessories collection, Iphis, just got its own ad campaign. Designed by the creative team Colville-Walker and shot by Qui Yang, the campaign is heavy on London heritage. It shows the coated canvas bags, which are screen printed by hand in Italy, dangling from various bits of Nelson’s Column or from part of the facade of the Liberty building near Regent Street. Christopher Colville-Walker, the agency’s creative director, said he wanted to “build a colorful and abstract journey through the city,” and was inspired partly by a Liberty brochure from the Fifties showing scarves wrapped around a drawing of Nelson’s Column.

This story first appeared in the May 23, 2014 issue of WWD. Subscribe Today.

An image from the campaign will run on Sunday in the Sunday Times of London, while other photographs will be used mostly in-store and online. “Our design team, led by James Millar, have created what represents Liberty’s next step in developing, strengthening and broadening the Liberty London brand,” Ed Burstell, managing director of Liberty, said. “Iphis is a modern interpretation of a classic Liberty design — totally Liberty — colorful, whimsical, yet sophisticated. We were so excited when we saw the range that we felt it deserved an individual ad campaign.”

Liberty will launch three new Iphis bag styles in June. The prints are inspired by Liberty’s Ianthe pattern, an Art Nouveau wallpaper design dating back to the early 1900s. The bags — Kingly, Carnaby and Maddox — are all named for streets around the Liberty store.

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