Mulberry has teamed up with Ella Emhoff in the creative campaign for its softie bag which was shot at Be Electric Studios 3/4. They are known for their leather goods and have revealed a softer side with the launch of its new Softie bag line.

In honor of opening its Wooster Street flagship store in New York City, Mulberry has launched a zine titled “Softie,” inspired by both its squishy bag of the same name and the city's creative community of writers and poets. In the zine "The Softie," campaign photographs by Luisa Opalesky find Ella Emhoff walking around the streets of New York City with a Softie bag, lounging on a clear inflatable chair set against cobblestone streets, and conveying a positive, laid-back vibe.

In her zine, Emhoff explores the concept of softness in all its iterations. From dreamy photographs of flowers to underwater shots of swimmers, the photos are juxtaposed with shots of Emhoff wearing a bear head (well, just the head) and poems and short stories inspired by the idea of softness.

Mulberry’s new Softie collection of quilted bags includes the Softie, Little Softie, and Big Softie. All three are part of the brand’s new sensory bag family, which places emphasis on texture and sensory stimulation. The Softies are available in various mood-boosting colors, including Coral Orange, Wild Primrose and Cornflower Blue. It is made from high-quality Nappa Leather that’s environmentally accredited, with a smooth finish. Each bag features the brand’s “unique take on curved quilting,” which is filled with thick, sumptuous feathers down. The filling is “responsible down” and the linings are recycled nylon.

The Softie includes the brand’s signature design codes, including the Postman’s Lock but with a softer silhouette and bold colors. The main Softie bag style comes with a leather top handle as well as a new paper clip chain shoulder strap that can be worn hands-free or doubled up and worn across the body or as a shoulder bag. Two other styles are also available: Little Softie, whose long chain strap can be worn across the body; and Big Softie, a tote carry-all. They come in colors ranging from coral orange to cornflower blue and wild primrose, in addition to classic black and tobacco brown

Spike magazine editor Dean Kissick and Civilization creator Richard Turley commissioned writers such as Honor Levy, Devan Diaz, Precious Okoyomon, and Claire Banse to write short stories for their new fashion publication Mulberry. This isn't the first time that fashion labels have worked with writers to create a unique product. Last year, Loewe partnered with Danielle Steel for a collection called The Affair that included excerpts from her book of the same name in its show notes. Valentino’s Pierpaolo Piccioli has also commissioned works from authors like Ocean Vuong, Donna Tartt, and David Sedaris for advertisements in The New Yorker .

Credits:
@mulberryengland @luisa_opalesky @malaikamc
#mulberryengland #mulberrysoftie

Production: @themorrisongroup
Photo - @luisa_opalesky
Photo Assistant: @chasemelliott
Styling - @malaikamc
Production - @themorrisongroup
Hair - @evaniefrausto
Makeup - @rommynajor
Nails - @naominailsnyc
Set Design - @jennykcorrea