Mulberry’s presence has loomed large at London fashion week this season, from providing the adorable fashion week totes (emblazoned with the slogan “Ooh, I say!” and featuring a drawing of a Mulberry bag), to the real thing being carried on the arms of show goers everywhere I look. The theme for their stellar spring show was no less all-encompassing.

It all started with a box-like invitation that opened to play a tinny music box song. Upon arriving at Claridge’s ballroom for the show, I was greeted by an ice cream truck, lemonade in glass bottles, and giant ice cream cones everywhere. The fantasy continued inside, with animal balloons crowding every corner of the room. The runway entrance was a clown’s mouth, designed to look like a funhouse ride. As cheery carnival music started to play, it suddenly got dark, and thunder and “lightning” cracked. This is the British seaside in summer.

Emma Hill, Mulberry‘s creative director told me, “I was looking at old photos of my and my family. We used to go to a barrier island. It’s such an English thing to do. We would all be in our swimwear…with umbrellas eating fish and chips on the beach in the rain.” She went on to say, “We’re all about layering, so we did a whole ‘be prepared’ thing.”

I think I had a smile on my face for the duration of the show. Perhaps it was all the VIP pups sitting front row (and walking the runway). Olivia Palermo was there, too, swamped by non-canine admirers, though I missed the ultimate VIP sighting since Kristen Stewart and Kate Moss were present at an earlier show (Mulberry ran twice due to a smaller venue.)