For more than a decade, the Liberty Beauty Advent Calendar has become one of the most anticipated launches in the beauty calendar. Collectible by design, each edition is as much a work of art as it is a beauty destination, with the illustrated calendar becoming a cherished part of the festive season for thousands of customers each year.
Now, for the first time, Liberty is opening the creative process to the wider artistic community.
Launching today, the Liberty Beauty Advent Calendar Open Call invites artists from across the UK to submit their vision for the 2027 calendar, offering one successful artist the opportunity to see their work become the face of Liberty’s most iconic annual launch.
The initiative forms part of Liberty’s continued commitment to championing creativity and emerging artistic talent. For more than 150 years, Liberty has celebrated craftsmanship, design and creative expression, supporting artists and makers while providing a platform for original voices. The Open Call continues this legacy, offering an unprecedented opportunity for an artist to collaborate with one of Britain’s most iconic retailers.
Entrants are invited to reimagine Liberty at Christmas, creating an original interpretation of the retailer’s historic Tudor flagship. Inspired by Liberty’s place at the heart of London’s creative landscape, submissions should celebrate the magic, heritage and eccentricity synonymous with the brand, while capturing the spirit of the festive season.
The winning artist will work closely with Liberty’s in-house creative team to develop their design for production, with the creative journey documented across Liberty’s social and digital channels. In recognition of their commission, the artist will also receive a prize of £15,000.
Natalie Guselli, head of beauty, says: “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. Every year it tells a new story, and we’re 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.”
Artists are invited to create a festive interpretation of Liberty’s iconic Tudor flagship, bringing the building to life through scenes inspired by London and celebrating Liberty’s role at the heart of the city’s creative and cultural landscape.
How to enter:
Submissions should include:
Artist biography, including contact details and relevant experience
Creative narrative outlining the inspiration behind the design
The Artwork
Entries should be submitted as a PDF (maximum 10MB) via the Liberty Open Call hub before 29th July 2026
Key Ddates:
Submission Window
2nd July – 29th July
Judging & Shortlisting
29th July – 6th August
Following an internal review, 12 artists will be shortlisted before a final judging panel selects three finalists. The winning artist will then begin developing their design alongside Liberty’s creative team.
