Mulberry Reborn: A Celebration of Its British Roots

Mulberry is reborn with a campaign that celebrates its British roots, blending tradition, sustainability, and style with a renewed spirit.

Mulberry marks a new chapter with its latest campaign, fronted by model Erin O’Connor and artist Kesewa Aboah. Under the tagline “Back to the Mulberry Spirit”, the British brand returns to its origins, celebrating its artisanal heritage and founding values. The campaign was photographed at The Rookery, its carbon-neutral factory in Somerset—a symbol of sustainability and tradition.

Directed by Henrietta Gallina, the brand’s creative director, this new vision seeks to reconnect with Mulberry’s original soul: creativity, British identity, and artisanal quality. According to Gallina, the goal is “to rediscover the values that have always defined us and to remain meaningful in the present.”

A challenging economic climate, the end of tax-free shopping in the UK, and the rise of contemporary competitors have prompted the company to redesign its strategy. CEO Andrea Baldo is leading this transformation with a clear focus: simplification, authenticity, and deeper customer connection.

With this campaign, Mulberry not only revives its original spirit but also reaffirms its place as an iconic brand of British lifestyle—championing emotion, authenticity, and a love for enduring design.