London label Sahara unveils rebrand and collaboration with Liberty of London

British womenswear brand Sahara has announced a re-brand of its entire business that sees the introduction of a new logo, labelling and packaging as well as a brand new e-Commerce site and mission statement. In addition to its new aesthetic, the label is launching a special collaboration with Liberty of London for AW19.

Created by international agency Studio Koto, the brand’s revamped logo is in the style of a hand-drawn signature and pays homage to all great artists who sign their work.

Alongside its new logo, Sahara is  rolling out its new in-store concept masterminded by Caulder Moore across its 16 standalone boutiques. The light and airy re-design includes polished plaster walls, copper dipped rails offset with contemporary black wooden furniture. Stores that have received the revamp include Marylebone, Oxford, Cirencester with the remaining stores set to be overhauled soon.

The brand is expanding across its retail division with further store openings. Its most recent is in the former Maggie White boutique in Burford, where Sahara has been stocked for some time. “Burford is an obvious location for Sahara; our boutiques thrive in beautiful market towns,” says founder Suzy Coppersmith-Heaven. “We hope to continue to offer the same exceptional service and curated style edits as Maggie did and we look forward to giving the boutique our full Sahara makeover in January 2020.”

For Christmas 2019, the brand is also launching its first collaboration with heritage brand Liberty of London. The range features Liberty’s signature peacock feather print across luxurious Italian silk on three key shapes. Sahara has plans to expand this series and is introducing Liberty prints on jersey and silks for summer 2020.