Through its financial struggles and lengthy searches for both a CEO and a creative director, one aspect of Mulberry's strategy has remained constant: its affinity for "It" girls and pieces either dedicated to or designed by them.
On the heels of its 2014 collaboration with Cara Delevingne on a line of three-in-one handbags inspired by her tattoos — as well as best-selling bags named after the likes of Alexa Chung and Lana Del Rey — the label launched its latest capsule on Tuesday, created in partnership with Georgia May Jagger. The 23-year-old fall face of Mulberry joined forces with the design team in order to conceptualize her dream leather jacket, which features a long-line body, roomy arms (for easy winter layering) and jewel-toned linings. Inspired by Jagger's collection of vintage biker jackets, the rock-chic collection also includes silk scarves and a small chain-strap pouch.
Mulberry has been working to introduce leather goods at lower price points to attract once-loyal shoppers, and Jagger's collection is priced competitively for the luxury market: $1,590 for the jacket and $630 for the pouch. The pieces are on sale through the label's website now, and considering that the model and rock progeny has an impressive crew of stylish friends (from Daisy Lowe to Suki Waterhouse to Kate Moss), we're thinking that Mulberry's marketing strategy will also revolve around getting the collection on the backs of "It" girls during Fashion Month.