ETTA LOVES X LIBERTY : Meet The Designer

Liberty x Etta Loves: Reimagining the Archive for a New Generation

When Liberty London’s archive meets Etta Loves’ vision science, something magical happens. This collaboration unites Liberty’s design heritage with Etta Loves’ expertise in infant vision to create heirloom-quality pieces that captivate babies and give parents calm and confidence.

We spoke to Pere, designer at Liberty, about reimagining two prints from Liberty’s archive through the lens of infant vision.

Q: Take us into Liberty's archive room - what was it like selecting patterns for this collaboration? What drew you to Wharfedale Meadow and Fairford Shadow specifically?

Liberty’s vast archive of over 60,000 designs acts as a constant source of inspiration for the designers. Alongside our digital archive, the physical archive is partially stored in the Liberty design studio, located almost atop the London flagship store. Here, our designers can explore the archive room in their own time, looking back at some of our most beloved designs.

For this collaboration, we were drawn to designs that carried both history and timeless charm. Wharfedale Meadow, a 1930s-inspired floral, embodies the nostalgic and quintessentially Liberty feel. Fairford Shadow’s petite ditsy botanicals and delicate leaves offer a harmonious balance of simplicity and detail. Together, these designs provide a rich sense of heritage while effortlessly adapting to the needs of this project.

Q: How did you feel when you first learned these 1930s patterns would be reimagined to support baby brain development?

It was both exciting and challenging. Working with the Etta Loves team was inspiring, and it was remarkable to see the team’s commitment to supporting babies’ development through design. Learning how our prints can play a role in stimulating infant vision made this collaboration feel deeply rewarding.

Q: How did working with Etta Loves change your perspective on design?

Working with Etta Loves showed our design team how we can work on both an aesthetic and functional level. By reconsidering shapes and patterns with an additional scientific insight, we are reminded of creativity’s endless applications.

Thank you Pere!

This collection shows what happens when heritage meets innovation. Liberty’s timeless artistry has been reimagined through the science of infant vision to create essentials that support babies, bring calm and confidence to parents, and add beauty to family life.

Shop this unique collaboration here