Mulberry announce the final installment of its ‘Back to the Mulberry Spirit’ campaign: ‘Rooted in Craft’
In an era of endless trend cycles, Mulberry heads back to its Somerset roots to prove that true craftsmanship never goes out of style.
In an influencer-dominated culture informed by trend cycles and fast fashion brands, the connection and craft in fashion often slips under the radar for the everyday consumer. That’s why Mulberry launched the Back to the Mulberry Spirit trilogy back in January. The finale in the trilogy comes this April: a series of portraits in the brand’s Somerset home, The Rookery, shot by fashion photographer Tim Walker.
The campaign launched originally as a turnaround strategy, for a heritage brand which regained popularity in 2025. Though Mulberry has always had a stronghold over British audiences, it can be hard for heritage brands (especially UK-based ones) to retain relevance in fashion’s new era, especially when many luxury handbags are purchased secondhand. To combat this, the campaign aims (and succeeds) to advertise the brand’s products as timeless investment pieces made with love.
For the Rooted in Craft installment, seven of Mulberry’s top craftspeople are captured on the top floor factory in stills and candid videos where they’re able to really dive into their craft. Styled by Kate Phelan, the campaign imagery features both traditional beloved Mulberry pieces alongside newer additions. From the cult-classic Heritage to the trendy and innovative Hackney, this series elegantly displays Mulberry’s relevance and timelessness, something British heritage brands are hard-pressed to prove in the 21st century.
Of course, on the theme of sustainability, all of the pieces shot are made of leather sourced from environmentally accredited tanneries.
Credits:
Images courtesy of Mulberry
Words: Cable Writers
