We describe mechanochromic and thermochromic photoluminescent liquid crystals. In particular, mechanochromic photoluminescent liquid crystals found recently, which are new stimuli-responsive materials are reported. For example, photoluminescent liquid crystals having bulky dendritic moieties with long alkyl chains change their photoluminescent colors by mechanical stimuli associated with isothermal phase transitions. The photoluminescent properties of molecular assemblies depend on their assembled structures. Therefore, controlling the structures of molecular assemblies with external stimuli leads to the development of stimuli-responsive luminescent materials. Mechanochromic photoluminescent properties are also observed for a photoluminescent metallomesogen and a liquid-crystalline polymer. We also show thermochromic photoluminescent liquid crystals based on origo-(p-phenylenevinylene) and anthracene moieties and a thermochromic photoluminescent metallocomplex.