Johnny joined Mulberry in 2015 to oversee Mulberry’s ready-to-wear, leather goods and accessories collections. His aim was to preserve the company’s core values, while progressing and evolving certain areas. This he did by building a strong lifestyle element into the brand, introducing sunglasses, sneakers and jewellery. The brand is also building a dedicated fan base outside Britain and Europe, bringing the best of Mulberry’s distinct style to a global audience.
Mulberry’s Global Marketing Director, Charlotte O’Sullivan, says, ‘Our digital and omnichannel approach means we are always engaging with our customers in a variety of ways. Last summer we launched our My Local series: a programme of free live music gigs held in pubs across London that we then took global, with My Local inspired nights popping up in Tokyo, Seoul, New York and Sydney.’
Collaboration has been another way to surprise and delight customers. Last year’s Mulberry & Acne Studios friendship collaboration brought together the best of British and Swedish design.
As Mulberry approaches its 50th anniversary, it is reimagining signature silhouettes like the bestselling Bayswater design, playing with the DNA for modern audiences. S/S’20 sees the launch of the Belted Bayswater, a soft, deconstructed version of the original, and the Belted Bayswater Satchel, a youthful crossbody variationon this shape.
As a ‘Made to Last’ brand, Mulberry has always created products that genuinely last a lifetime, with dedication to quality and a world- class repairs department to make sure it does. While all leather used in its collections is a by-product
of the meat industry, the brand has also committed to remove exotic skins from S/S’20 and is a fur-free retailer. It recently launched a new collection with ECONYL®, a sustainable regenerated nylon, and its first 100 per cent sustainable leather bag.
Says Coca, ‘Being at the helm of
a British brand is a huge honour, being able to update our iconic product as well as overseeing new product launches like this year’s Iris and Millie families. Moving towards 2021 and our 50th anniversary, we are committed to doing this responsibly and creating a truly sustainable legacy.’