Mulberry Moves Factory Floor to London as It Thinks Green
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KEEPING IT REAL: “This is who we are — and what we are about,” said Johnny Coca at a dinner to mark the launch of Mulberry’s “Made to Last,” a sustainability-focused event during London Fashion Week.
The brand’s creative director welcomed thousands of guests, press and customers during the three-day installation that saw the brand transport machinery and craftspeople from its Somerset, England, factories to the shop floor of its New Bond Street store.
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The immersive installation saw Mulberry’s workers making, finishing and repairing bags on site in the store. Simultaneously, the brand hosted a schedule of live talks, events, craft workshops and a temporary café by Pophams.
Over the three-day period Mulberry also repaired bags on-site and launched a circular economy program known as The Mulberry Exchange. Customers were able to have their Mulberry bags authenticated and appraised with the chance to swap their old merchandise for credit toward a new purchase.
A selection of pre-restored bags donated by some of the brand’s most high-profile fans was available alongside archive pieces and vintage silhouettes.
Mulberry also showcased its new M Collection, a capsule of bags and outerwear crafted from a blend of Econyl-branded regenerated nylon and sustainable cotton.
Coca hosted the dinner on Valentine’s Day, with guests including Paloma Faith, Jessie Ware, Mary Charteris, Amelia Windsor, Hana Cross, and Toby Huntington-Whiteley.
During the evening, two up-and-coming talents took to the stage: Wilson Oryema, a model, poet and ecological campaigner, recited lines from his poem titled “Made to Last,” while the London-born singer-songwriter Cosima performed for guests during the dinner on the lower ground floor of the building. Earlier that day, Mulberry had used part of the space to conduct accessories masterclasses.
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