Mulberry unveils new sunglasses collection in pop-up moment in London
Mulberry launched its new sunglasses range; along with a high-tech art installation, soirée and live performance this weekend, in a novel combination of marketing, brand-building and having fun.
The British house’s busy weekend kicked off with a cocktail in their very swish boutique at 100 Regent Street – an unexpected yet thoroughly convincing mix of smooth concrete, surgical and dimpled glass, retro futurist shelving and the quirkily cool fashion and accessories of creative director Johnny Coca.
“It’s very me. Contemporary, British, artisanal and a little eccentric,” Coca told FashionNetwork.com.
Next door, Mulberry created a rather unusual art installation inside a raw space on the busy shopping thoroughfare. An immersive installation showcasing Coca’s new spring 2019 collection for the house, and one that highlighted the global launch of the new Mulberry sunglasses range.
Named #MulberryReflections: the pop-up installation featured images of the new campaign projected on a gigantic rotating cylinder. Lensed by Alexandra Green the punchy yet charming film showcases the clothes sixties silhouettes and femininity worn by a collective of dancers including rising star Renée Stewart.
Beside that installation, a mini “lake” and projection suggested tranquillity, while in another corner, a high-tech interactive screen, or “smart mirror,” allowed guests to try on sunglasses from the new collection and find their perfect pair. Call it seamless augmented reality.
The actual collection encompasses eight frames inspired by British style icons. Blending the liberated woman of the 60s into Coca’s design plan for the brand. The full collection is available at the flagship store and on mulberry.com.
Later that evening, Coca and Stephanie Phair, president of the British Fashion Council, co-hosted a celebratory Mulberry fete, at West London’s Laylow. Where Paloma Faith, Renee Stewart, Leigh-Anne Pinnock and Zara Larsson grooved the evening away to a live performance from rising stars Mabel and Lava La Rue. Fun with fashion and fabulosity.
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