Mulberry Spring/Summer 2012
This season at Mulberry sees not only the brand propelled into a stratospheric positioning, but also the arrival of new CEO Bruno Guillon, formerly of Hermes. He joined the company in March, promising some integral changes to the brand, at a time when it was already enjoying unrivalled success.
The Spring/Summer 2012 campaign was inspired by traditional seaside holidays in Britain in the 1970s; particularly in Blackpool, and Brighton where the campaign images were shot, featuring models Frida Gustavsson and Lindsay Wixson.
Everything that evokes this nostalgic period of time was thrown into the Mulberry mix, including ‘Carry on Camping’ style ‘Ding Dong’ slogan and stickers, ‘Ooh-er’ glasses that were featured in a recent Elle France photoshoot, and gorgeous ice-cream wafer style Spring/Summer catalogues. Visual merchandising elements were also given a fresh look: playful giant melting ice-creams, fish and chip newspaper wrappers, hundreds-and-thousands toppings, seaside pebbles and sticks of rock.
The theme continues into the bags and ready to wear themselves, and feature a plethora of melt-in-your-mouth colours including: candy pink, grass green, foggy grey, nightshade blue, marshmallow white, summer khaki and bitter brown. New styles of bags have joined the party this season, such as the coveted Evelina, the Effie, an updated shape for the Taylor, and the new girl on the block – the Harriet.
The designs link in seamlessly with the theme, extending the seaside atmosphere onto everything in Mulberry stores this season…
Above, the Lily with Gems bag in Nightshade Blue and Black suede, with gems hand-sewn on in Italy, was inspired by twinkling lights of the pier, as were the gem studded dresses and shoes to match.
The colour Fudge, which is seen on everything from the Bayswater to wallets and cashmere coats this season, was inspired by childrens’ favourite seaside treat, as Marshmallow White was, and as Candy Pink was by candy floss. Grass Green was perhaps inspired by the freshly mown grasses of summer that people so love about Britain, and Foggy Grey was undoubtedly inspired by overcast British summer days, that we so frequently have.
Prints this season include the fabulous Beach Bonkers: featuring multiple scenes of seaside designs, Googly Fruits: with boggled eyed strawberries and pears, Stripy Straws: with delicate blue streaks inspired by sticks of rock, and Beach Boucle: featured on the Bow Pocket jacket, trousers and shorts, and lending an elegant edge to these summertime pieces.
For the catwalk collection pieces, which have slowly started trickling into the stores – stand-outs include the Apple Rivet Bayswater in Haircalf, the Teddy bag in Plaster Pink (which features a cute Teddy bear lock, much like the Fox Lock bag of last season), the Holiday Bayswaters in yellow which have an extended base, and the Cookie bags with pretty cookie-cutter edges. What’s not to love?
Overall, the designs are irreverent, individualistic and feminine: everything Mulberry sets them out to be. They are for the girl who doesn’t care what others think, who follows her own style path, yet aspires to be as sophisticated and well-heeled as she can be.
Things we are excited about:
1. The Travel Day Bag: The much hyped follow-up to the Alexa, its “gorgeous characteristics are inspired by the golden age of travel and the nostalgic glamour of vintage steamer trunks”, said Emma Hill, the brand’s Creative Director.
2. The Teddy Bag in Pebbled Beige Shiny Lambskin: A gorgeous design in a lovely fresh colour.
3. The Lollipop Dress in Multicolour Summer Crepe, and the Long Strapless Tulle dresses: The dresses that remind us of Refreshers sweets and hazy summer days!
4. The Harriet collection: A cool, retro inspired collection which takes us back to the modish style of the 60s.
5. Womenswear in Star Lace: Featuring intricate hand-cut lace, stars, shapes and beautiful trims, and coming in Pebbled Beige and Nightshade Blue. The most beautiful and delicate items of the season!