Discover the perfect blend of festive tradition and modern marketing in this season's most enchanting designs.
For those who celebrate Christmas, the traditional advent calendar has always been a testament to creativity.
Rooted in simple, artful designs that evoke the magic of the season, these treasures have captured the imagination of children and adults alike for generations. Far more than just a countdown, a traditional paper advent calendar offers a journey of discovery, each window revealing a small, magical moment to inspire and delight.
In recent years, brands have reinterpreted this tradition, blending its timeless artistry with a contemporary marketing opportunity. In the luxury sector especially, the advent calendar has become a pivotal seasonal opportunity. Indeed, in 2024, it is rare for an established brand to forgo this festive moment entirely.
Yet, this rise in commercialisation often risks unravelling the creativity and beauty that define the advent calendar’s entire meaning.
To celebrate the start of December, the LMH team have picked out three luxury brands that have, this year, upheld the advent calendar’s traditional spirit while embracing its commercial potential. These designs successfully honour artistry and imagination, proving that luxury and authenticity can co-exist at Christmas.
Newby London
Marking its 10th anniversary, Newby London’s 2024 Advent Calendar captures the festive essence of London’s iconic Somerset House. Skaters glide under the glow of a grand Christmas tree, a scene elegantly illustrated on this calendar’s design.
Each of its 24 drawers holds four sachets of Newby’s finest teas, from classic English Breakfast to fragrant Jasmine Blossom, offering a comforting exploration of flavours for tea lovers. The calendar’s elegant illustration and the sensory journey it offers celebrate the joy of a traditional advent experience, elevated by artisanal craftsmanship.
Sisley
Sisley’s 2024 beauty advent calendar offers a stunning interpretation. Illustrated by British artist Fee Greening, known for her intricate, medieval-inspired pen-and-ink style, it transforms the calendar into a Parisian dreamscape.
The romantic design is combined with Sisley’s luxurious skincare and cosmetics. This indulgent calendar thus reflects a dedication to artistry and tradition, while offering beauty enthusiasts curated surprises that enhance the countdown to Christmas.
Fortnum & Mason
It comes as no surprise that Fortnum & Mason excels in this realm. Long synonymous with festive elegance, the world-famous ‘corner shop’ is best-in-class at creating advent calendars that radiate timeless charm.
The traditional paper calendar, depicting the Piccadilly storefront, stirs nostalgia with its pop-out characters and intricate illustrations.
For a more enduring option, their wooden calendars – including one featuring the same iconic storefront – are designed for reuse year after year, making each a keepsake to cherish. These beautifully crafted pieces capture the warmth and joy of Christmas at Fortnum’s, blending tradition with the excitement of discovery, while inviting a personalised collection of treasures behind each door for years to come.
These brands demonstrate that the advent calendar can remain a celebration of imagination, even in a commercial age, ensuring that the magic of the tradition continues to shine, one door at a time.