christina. tumblr. bloglovin.

30 April, 2013

the willows

"The Willow Tote is essentially two bags in one - we embraced the seemingly very English common-sense approach to what you need from your bag - it needs to be useful as well as beautiful, and we think this one is."

"Recently, there has definitely been a shift towards bags with versatility; a piece that can be practical for more than one occasion and combine form with function and the Willow tote has both. Even the perceived luxury and frivolity of a clutch bag has now come to mean something practical, something that can be used time and time again."
Emma Hill, creative director of Mulberry (x)

Being the last British luxury brand to still manufacture in England, Mulberry has firmly established itself as a British heritage brand & as quintessentially English. So much so, they recently launched the so-called Brilliant Britain Guide.

The brand named after the leafy neighbourhood in West London also just opened its second factory in Somerset, called The Willows. And the brand's new bag was promptly named after it.

So far, Mulberry bags have always had something a little bit undone about them, bags you would just let plop to the floor & not even think twice about getting it its own chair. The Alexa, especially, I can picture at a festival, surrounded by mud everywhere. It has a sturdy utility about it.

The Willow feels a bit more precious, a bit more clean than what they usually offer, but also a bit more playful. It is the kind of bag that belongs in tea shop. The one in mint, especially. How well it would fit in with the afternoon tea sets at Claridge's.

Under Emma Hill the brand seems to finally be coming into its own, with a very clear direction of where they want to go. Demonstrated by the fact that they've started collaborating with master storyteller Tim Walker. And in my opinion there's nothing like a good coherent story to firmly establish a brand. It is like she has made the Britishness-factor of the brand even stickier.

"We both love the idea of storytelling: everything from the product through to the store to the music at our shows is a whole story."
Emma Hill on Mulberry's collaboration with Tim Walker (x)

0 Kommentarer:

Post a Comment