Liberty is inviting UK artists to compete to design its beauty advent calendar for 2027 as part of the retailer’s commitment to “championing creativity and emerging artistic talent”.
The 151-year-old luxury department store‘s open call is asking UK artists to submit their vision for its annual beauty advent calendar, with the winner’s work being used in 2027.
This is the first time Liberty has opened the creative process to the wider artistic community.
Entrants are tasked with reimagining Liberty at Christmas, creating an original interpretation of the retailer's historic Tudor flagship in London, UK.
Submissions should aim to “celebrate the magic, heritage and eccentricity synonymous with the brand, while capturing the spirit of the festive season,” read a company statement.
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The winner will work with Liberty's in-house creative team to develop their design, with the journey documented across the retailer’s social media and digital channels.
In recognition of their commission, the artist will also receive a £15,000 prize.
"The Liberty Beauty Advent Calendar has become one of our most iconic annual moments, recognised not only for the beauty edit inside but for the artwork that surrounds it,” said Natalie Guselli, Liberty’s Head of Beauty.
“Every year it tells a new story, and we are incredibly excited to open that creative process to the wider artistic community.
“This is an opportunity to discover new talent, while continuing Liberty's long-standing commitment to supporting creativity, craftsmanship and original artistic voices."
Beauty advent calendars have become big business in recent years, with the industry’s 2025 offering larger and more curated than ever before.
Half of the top 50 beauty products sold on TikTok during Black Friday 2024 were gift sets or advent calendars, according to TikTok Shop UK data.
Liberty's building in London, UK
How to enter Liberty’s Beauty Advent Calendar Open Call and the key requirements
Liberty is asking UK artists to create a festive interpretation of its flagship store for its 2027 beauty advent calendar.
The design should bring the building to life via scenes inspired by London and the city’s “cultural landscape”.
All submissions should be submitted as a PDF (maximum 10MB) and include an artist biography, covering contact details and relevant experience.
As well as a narrative outlining the inspiration behind the design.
UK-based artists aged 18 and over can apply, but artificial intelligence (AI)-generated submissions will not be accepted.
Liberty employees are also not eligible to enter.
Liberty’s Beauty Advent Calendar Open Call is open for entries and the deadline is 29 July.
The judging will then take place between 29 July and 6 August, with 12 artists shortlisted before a final judging panel selects three finalists.
The winning artist will then begin developing their design alongside Liberty's creative team.
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