Swinging for the Fences

Mulberry’s relaunch of their recognizable Roxanne bag for Autumn/Winter 2025 stands out not simply for its nostalgia factor, but for the calculated decision to leverage its archives in service of what women are looking for today. The choice of Cynthia Erivo as campaign lead reflects a broader industry shift: brands are looking past facile celebrity endorsements, opting for figures whose credibility and lived experience align with the brand's much invested in, communicated, and heritage values.

Cynthia, a highly awarded actor and musician who has been playing the long game (much like Mulberry), is known for the breadth of her talent and her engagement with identity, both personal and public. In interviews with British Vogue, Erivo has spoken about navigating her career as an openly bisexual Black woman, and about the significance of representation within British culture. “Giving people the space to show up fully as who they are” is a recurring theme in her conversations with the press, a sentiment that neatly dovetails with Mulberry’s renewed emphasis on self-expression and community. For both Cynthia and Mulberry, hard graft and successes (along with the usual quiet periods at times) have meant both brands have authentic groundedness, unswayed by trend or virality (see: pinkies during Wicked press tour) that make this an "Aha!" collaboration.

This campaign, shot by photographer Tim Walker and styled by Kate Phelan, uses staged surrealism and bold colour stories to connect Mulberry’s heritage—recalling its early aughts cult appeal—to the present. In the 2000s, Mulberry’s popularity peaked among fashion tastemakers like Kate Moss and Alexa Chung, and the Roxanne was emblematic of an era when “It bags” were central to consumer aspiration. That aspirational culture has evolved: fashion’s luxury consumer is more research-driven, seeking brands with documented commitments to craft, provenance, and sustainability.

Mulberry’s strategy reflects these demands. The updated Roxanne family keeps the original punk attitude and artisanal construction, with pieces composed of 44 separate components—an explicit reference to expertise and labor. In light of Mulberry’s 2024 B Corp certification, all campaign leathers are sourced from accredited tanneries, positioning this relaunch as more than a surface-level revival. It follows on from successful upcycling and re-purchasing initiatives with the likes of Stefan Cooke, or re-issues with Rejina Pyo. For now, it's a reclaiming of their own, with a new face that instantly makes sense.

Recent industry analysis from Financial Times and Business of Fashion suggests Mulberry’s renewed focus on classic British codes and direct-to-consumer strategy is not without risk (the brand has recently announced new wholesale partners, an initiative under the new(ish) CEO) but may help solidify its position amid market contractions and changing consumer priorities. While competition in the luxury handbag sector remains intense, especially as resale and circular shopping trends grow, Mulberry’s transparency and heritage will no doubt preserve its desirability for a more considered buyer - us included.

Prices for the new Roxanne start at £795, slightly below some competitors but reflective of Mulberry’s efforts to balance exclusivity with accessibility. And given the number of original Mulberry bags we still see on the arms of the fashionable in London, this is a lifetime investment.

Ultimately, the Erivo-fronted campaign is a no-brainer not simply for its gorgeous aesthetics but as an embodiment of the brand’s ongoing evolution, acknowledging both its history and the realities of 2025’s fashion marketplace. We predict a home run.