Mulberry is feeling a lot more confident these days, given its recent sales recovery after backtracking on its failed ultra-luxe strategy. Although the move to more affordable prices isn’t reflected in its AW16 ad campaign for the new collection as the star product is the new Chester bag, which starts at an eye-popping £1,295.
That said, it’s an interesting campaign, both in itself and because creative chief Johnny Coca’s influence is really starting to be felt.
The campaign forgets the supermodels of past shoots in favour of twin models Odette and Lia Pavlova. Shot by Coco Capitán, the images play on “the intriguing similarities and distinct differences” between the two models who both walked the Mulberry catwalk during London Fashion Week, with Odette opening the show.
The twins help to convey the idea of reflection, we’re told, and “illustrate the duality of the Mulberry woman – strong, striking, but also soft and feminine.”
Coca says if it: “Lia and Odette have such distinctive looks and we played with their ‘twinness’ to twist the idea of reflection – sometimes you’re looking at one girl in a mirror, sometimes you see two, reflecting each other in their pose instead. The result is intriguing and playful.”
Duality is also seen in the contrast of soft, sheer blouses and the wool capes with military press studs, and the rich rose-print against the harshness of the chunky, track boots.