Mulberry focuses on sustainability during LFW with in-store event

By

Barbara Santamaria

Published
Feb 6, 2020

Mulberry is planning to host a three-day programme of events at its New Bond Street boutique during London Fashion Week to promote its responsible ethos.

The ‘Made to Last’ event will invite visitors to immerse themselves into the world of the luxury handbag maker through a series of experiential initiatives.

The company, which now counts among its shareholders Mike Ashley’s Frasers Group, will put the spotlight on its repairs service, which is offered at all Mulberry stores including John Lewis concessions.

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For this, the brand’s carbon-neutral Somerset factory will be "transported" to Bond Street, where guests will be able to watch craftspeople work on the new Portobello Tote, its first 100% sustainable leather bag.

Addressing the growing designer resale market, the ‘Mulberry Exchange’ will allow customers to have their pre-loved Mulberry bags authenticated and appraised. Users will be offered to put this value towards a new purchase or choose from a selection of pre-restored bags.

Meanwhile, a programme of talks with the label’s creative director Johnny Coca will explore everything from creativity to sustainability. The events are free to attend, but guests are encouraged to register in advance.

The initiatives will be complemented by a series of workshops, a pop-up café from cult East London eatery Pophams, complimentary manicures from celebrity nail artist BhamBNails and an ‘immersive environment' inspired by the brand’sgGreen responsibility commitments.

‘Made to Last’ runs at the luxury label’s New Bond Street in London on 14-16 February.