week 5

Mulberry launches ‘Made to Last’ activation to promote sustainable future for LFW

This London Fashion Week, Mulberry launches the ‘Made to Last’ activation inspired by the brand’s responsibility commitments to past, present and future, the programme of events launches in the brand’s Bond Street store from 14th February. An immersive installation will bring the brand’s craft and design ethos to life, complemented by a three-day programme of live music, exclusive events, craft workshops and a pop-up café.

Made to Last sees Mulberry’s carbon-neutral Somerset factories transported to Bond Street where customers will be able to watch Mulberry craftspeople create the recently launched 100% sustainable leather Portobello Tote in a choice of limited-edition colours.

Customers continue their journey through a mixed-media installation that explores the brand’s commitment to crafting responsible luxury.

The brand will also be launching a progressive circular economy programme: The Mulberry Exchange. This new suite of services invites customers to have their Mulberry bags authenticated and
appraised, with the opportunity to put this value towards a new purchase. A curated selection of pre-restored bags will be available during the weekend – donated by some of brand’s most high-profile fans. Pre-loved and archive pieces will be available for purchase at the Bond Street and Gees Court stores, with a focus on rare silhouettes and limited-edition pieces, carefully revived by Mulberry’s restoration artisans in Somerset.

Thierry Andretta, CEO of Mulberry, says: “I am delighted to oversee the launch of The Mulberry Exchange. This innovative set of services celebrates decades of artisan skills nurtured in our Somerset factories and embraces the principles of a circular economy. We’re proud to offer our customers the chance to give a pre-loved bag a second life and purchase timeless designs from Mulberry’s archive.”

A series of industry talks kick off with creative director Johnny Coca, with the store also hosting live music, an on-site café from cult East London bakery Pophams and the chance to get hands-on and make your own Mulberry piece with craft workshops.

The space also introduces the new M Collection, a capsule of bags and outerwear crafted from a blend of ECONYL® regenerated nylon and sustainable cotton.

Johnny Coca, Creative Director at Mulberry, says: “The M Collection takes an innovative approach to new materials and to British heritage. The brand’s M Initial has been interlocked in a play on Brutalist architecture and heritage textiles such as houndstooth to create an urban, abstracted pattern that draws on our shared spaces and histories.”

The Mulberry Green charter sets out the brand’s commitments to make a positive difference to its people, the environment and the community in which it works and is focused around materials,
manufacturing, product and people. It also encompasses the brand’s lifetime restoration service which allows customers to revive, rather than replace, a well-loved bag. In this spirit, the Bond Street installation has been carefully designed with everything from reusable set pieces to sustainable coffee cups.
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