Hands On

Mulberry’s latest campaign, "Rooted in Craft", is a reminder that luxury doesn’t have to feel distant.

Returning to The Rookery in Somerset,  the brand’s factory and spiritual home, the final chapter of its “Back to the Mulberry Spirit” trilogy swaps high-gloss fantasy for something more grounded. Shot by Tim Walker, the imagery places Mulberry’s own craftspeople front and centre: at their workstations, mid-process, or casually holding a Bayswater like it’s just another Tuesday.

It's always charming to see the people behind the product, especially in an industry that so often prefers its makers to stay invisible. Here, they’re not just background detail, they’re the campaign. The accompanying short films lean into that intimacy too, offering candid glimpses into their day-to-day, their skills, and their long-standing relationship with the brand.

Yes, the bags are still very much the point. Heritage favourites like the Bayswater and Lily return, joined by newer silhouettes, the Hackney, a top-handle Amberley, and a palette that nods to British seaside escapism, consisting of sandy neutrals and soft blues. The Piccadilly, an oversized, unisex riff on the Bayswater, makes a case for travelling light… or at least stylishly.

What’s notable is how lightly Mulberry wears its sustainability story. It’s there, responsibly sourced leather, circular ambitions, a whole infrastructure behind it, but it never tips into self-congratulation, instead sitting quietly alongside the craft.

All in all, Rooted in Craft campaign offers a reminder: that behind every “it bag” is someone, somewhere, actually making it. And in Mulberry’s case, they’ve got a pretty good setting for it.