Though best known for its preppy-chic clothing, J.Crew is taking the plunge into the red-hot home goods market with a new licensed line with Liberty of London.
Featuring Liberty’s iconic florals, the limited-edition collection includes bed and crib sheets, tablecloths, napkins and placemats, as well as accessory items like sleep masks and playing cards. J.Crew has partnered with the U.K. design house for several years now on colorful clothing items.
“J.Crew and Liberty work closely on our seasonal prints within clothing items, so we were excited to extend that partnership into home pieces,” said Olympia Gayot, head of women’s design at J.Crew. “Liberty’s prints are the essence of all that they do and are so inspiring themselves, we wanted to bring this to life with the collection.”
The pieces come in four floral designs—Meadow Song, Georgia Duke, Garden of Life, and Club Nouveau. Inspired by artwork from Liberty’s archive, Meadow Song features vibrant poppies and daisies, while Georgia Duke incorporates florals in a bold paisley pattern. Garden of Life pops with yellow and pink flowers while Club Nouveau features a more serene mix of blue, purple, and pink.
Fashion brands dabbling in home decor has grown in the past few years, likely fueled in part by the unprecedented demand for home goods in the wake of the pandemic. On the lower end, fast-fashion retailer H&M has offered home goods for more than a decade and recently announced plans to expand the program in India this spring. Levi’s dropped its inaugural home collection, choosing long-time retail refuge Target as its partner. Wrangler picked Pottery Barn Teen for its foray into home decor.
And on the higher end, Dolce & Gabbana recently launched its “Casa” home line, while Erdem is adding jacquard wool throws to its offerings. Eileen Fisher upcycled denim into home accessories for West Elm.
“The beauty of this collection is that it can live beyond your home,” Gayot said. “Bring the table pieces to your outdoor tablescape, or let it inspire the flower arrangement and use the bedding as a spring refresh.”
The J.Crew x Liberty of London home collection is available now at the retailer’s e-commerce site.