Liquorish hopes to capture the imagination of its target customers, who are looking for a new alternative to other high-street brands. Pieces can look great either on their own, or mix-and-matched to create a vibrant look. The label has been worn by a multitude of celebrities, who recognise the label's cute, ditsy and stand out style. Offering a bright assortment of designs (hence the name) 80s influences are predominant throughout the collection. Elements of “power-dressing” and unashamed glamour are central to the label’s identity, combined with a sense of nostalgia and playfulness. The brand continues to evolve, but remains true to its main themes of glamour and whimsy, combined with exclusive fabrics, textures and beading.