Despite Mulberry's creative difficulties over the last few seasons — the leather goods brand has been without a creative director since Emma Hill's departure in the summer of 2013, and new designer Jonny Coca of Céline doesn't take over the role she left vacant until July — the British label has been able to maintain a pretty consistent aesthetic when it comes to its ad campaigns. For the past few years, Mulberry has turned to fantastical photographer Tim Walker to produce its images, featuring models like Cara Delevingne and Lindsey Wixson in some otherworldly environment, often with a few adorable creatures thrown in for good measure. But, times are changing, and although sales are looking up for the brand, it went with a whole new look (and team) for the spring 2015 campaign.
Mulberry cast another British "It" Girl, Georgia May Jagger, to star in the print ads, which were shot by Inez and Vinoodh. While Jagger has never posed for Mulberry in the past, the photography duo has previously shot for the label, but not since 2004. The vibe of the spring ads is similar to those from seasons past — whimsical elements like flowers, a tea set and a baby blue bicycle all seem pretty familiar — but the images look much less manufactured, making a new direction clear. While Delevingne isn't present in the images for the first time in two years, she's not completely forgotten: Jagger poses with the "Cara" bag in one of the images, a backpack designed by her model pal.
Read on to see the rest of the campaign, along with a short look behind-the-scenes at the shoot.