The London department store's 2026 campaign follows the festive season from first list to last yawn, and adds one-to-one Gifting Curator appointments for the first time.
Liberty has done something most Christmas campaigns skip: it has let the holiday have a plot. Liberty Christmas 2026 arrives as The Christmas Chronicles, a story told in chapters, from the first flurry of preparation to the moment someone finally turns out the bedroom light.
The campaign follows the rituals of the season: preparing for Christmas, travelling home, gathering with family and friends. It plays out across the London flagship’s windows and interiors, and on film and digital channels. Each chapter takes one slice of the festive calendar, and gifting threads through all of them.
Six chapters, one long December
The running order reads like a well-paced novel. The Great Preparation opens, followed by The Get Ready Ritual, which is presumably where the good outfit gets chosen. The Journey carries everyone home. The Gathering puts them around the table. The Pause gives the day a breather, and …And So to Bed closes the book, ellipsis included.
It’s a smart structure for a department store. Christmas isn’t one moment, after all. It’s a string of small scenes, and a window display is a very good frame for any of them. Because the campaign runs across windows, store, film and digital, the same story can greet you on the pavement, on the shop floor and on your phone.
The new gifting service
The practical star of the season is the Gifting Curator, a first for Liberty. Customers can book one-to-one appointments with members of the team, who draw on expertise from across the store to find gifts tailored to individual tastes. Think of it as a personal shopper, pointed squarely at other people’s presents.
Alongside it sits a new Christmas Curator space, home to a dedicated gift-wrapping pop-up from Roxy Wraps and festive gifting installations placed throughout the store. So the journey runs from choosing to wrapping without leaving the building.
Lydia King, Managing Director of Retail at Liberty, framed it around discovery. “Christmas at Liberty has always been about the pleasure of discovery,” she said. “There is something very special about finding a gift that feels completely right for someone, particularly when it’s something they may never have thought to choose for themselves.”
She added that this year the store wanted to celebrate “the whole ritual of gifting, from that first moment of discovery to the beautiful parcel that finally makes its way beneath the tree.”
A five-metre pine in the Atrium
For sheer spectacle, head to the Atrium. Diptyque has turned it into an Enchanted Forest, running from 5 November 2026 to 3 January 2027. It was created in collaboration with wood artist Jean-Simon Roch and centres on a five-metre wooden pine tree inspired by his hand-turned sculptures.
The tree is wrapped in a red Diptyque scarf and surrounded by oversized baubles. It forms part of the fragrance house’s 2026 holiday collection. There’s a nice bit of history underneath it, too: the installation highlights a relationship between the two businesses dating back to the 1960s, when two of Diptyque’s founders designed fabrics and wallpapers for Liberty.
The campaign lands as Liberty keeps building out its own design and product offer. Sinead O’Brien, the retailer’s new Head of Design, has spoken to TheIndustry.fashion about plans to draw on the store’s archive and distinctive prints to develop its fashion collections. A shop with that much pattern in its past has plenty to work with.
The appeal of this year’s Liberty Christmas is that it treats the season as a sequence of personal moments rather than one big sales event. You can walk the windows like chapters, book a human being to help with the hard-to-buy-for aunt, and have the result wrapped on the spot. Under a five-metre tree, naturally.