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The new 100 Wooster Street flagship

Visitors will be able to discover the women’s and men’s bags and accessories collections, as well as a selection of pre-loved items from the Mulberry Exchange, the brand’s circular economy programme.

As one of fashion’s freshest voices with a passion for responsible craft, Ella Emhoff perfectly embodies the free-spirited mood of the Mulberry 100 Wooster Street campaign. Photographed by Luisa Opalesky, the campaign takes the viewer on a journey with Ella through the city, experiencing the joy and abandon it gives her with her huggable Softie bag as her constant companion.

Mulberry Alexa bag in Crimson & Burgundy Leather Patchwork
Sideview of the Mulberry Alexa bag in Crimson & Burgundy Leather Patchwork

Alexa

Crimson & Burgundy Leather Patchwork
Mini Alexa in Cloud Small Classic Grain
Model wearing the Mini Alexa in Cloud Small Classic Grain

Mini Alexa

Cloud Small Classic Grain
Mini Alexa in Chalk Heavy Grain
Model wearing the Mini Alexa in Chalk Heavy Grain

Mini Alexa

Chalk Heavy Grain
Oversized Alexa in Charcoal Heavy Grain
Model holding the Oversized Alexa in Charcoal Heavy Grain

Oversized Alexa

Charcoal Heavy Grain
Small Darley in Lawn Green, White & Mulberry Green Silky Calf Leather
Model wearing the Small Darley in Lawn Green, White & Mulberry Green Silky Calf Leather

Small Darley

Lawn Green, White & Mulberry Green Silky Calf Leather
Top Handle Lily  in Lawn Green, White & Mulberry Green Silky Calf Leather
Model wearing the Top Handle Lily  in Lawn Green, White & Mulberry Green Silky Calf Leather

Top Handle Lily

Lawn Green, White & Mulberry Green Silky Calf Leather
Medium Lily in Lawn Green, White & Mulberry Green Silky Calf Leather
Model wearing the Medium Lily in Lawn Green, White & Mulberry Green Silky Calf Leather

Medium Lily

Lawn Green, White & Mulberry Green Silky Calf Leather
Bayswater in Lawn Green, White & Mulberry Green Silky Calf Leather
Model wearing the Bayswater in Lawn Green, White & Mulberry Green Silky Calf Leather

Bayswater

Lawn Green, White & Mulberry Green Silky Calf Leather

A sensibility of softness

To celebrate the opening of the new flagship store in New York at 100 Wooster Street, Mulberry has launched a creative campaign with the model, knitwear designer and resident New Yorker Ella Emhoff. Inspired by the Softie and dedicated to a spirit of community and collaboration, the campaign also features alongside a limited-edition Mulberry ‘Softie’ zine featuring poems from New York’s artistic scene, bringing to life the emotive sensibilities of softness.

Shop the collection
Mulberry Softie bag in White Pillow Effect Nappa Leather
Model holding the Mulberry Softie bag in White Pillow Effect Nappa Leather

Softie

White Pillow Effect Nappa Leather
Mulberry Softie bag in Cornflower Blue Pillow Effect Nappa Leather
Model holding the Mulberry Softie bag in Cornflower Blue Pillow Effect Nappa Leather

Softie

Cornflower Blue Pillow Effect Nappa Leather
Mulberry Softie bag in Coral Orange Pillow Effect Nappa Leather
Model holding the Mulberry Softie bag in Coral Orange Pillow Effect Nappa Leather

Softie

Coral Orange Pillow Effect Nappa Leather
Little Softie bag in White Pillow Effect Nappa Leather
Model wearing the Little Softie bag in White Pillow Effect Nappa Leather

Little Softie

White Pillow Effect Nappa Leather

100 Wooster Launch event

For the opening of our new 100 Wooster Street, New York flagship store and the launch of our Softie zine, our friends joined us to celebrate at The Chelsea Hotel.