Mulberry launches Iris bag with new campaign, opens Oslo store in Steen & Strøm

By

Sandra Halliday

Published
Sep 3, 2019

Mulberry has launched what it hopes will be its latest must-have bag, Iris, and to give the product the best possible start, it has collaborated with actor and photographer Cole Sprouse to produce a supporting campaign.

A short film, starring Iris Law and Lucan Gillespie, is composed of four parts “that follow the complexities of a friendship between two women.”

Shot in the English countryside, it “uses the bucolic idyll as a setting for evolving relationships, inspired by the British classic Brideshead Revisited.”

The bag itself is designed to be “versatile, relaxed and tailored for the lives of modern women, a fresh take on the ideal everyday bag, with a customisable top handle for a truly personal touch.”

The personalisation element means the top handle and a long shoulder strap can be complemented by the brand’s new Straps Collection, with the options including “contemporary chunky acetate or punkish metal chains and hanging letter charms.”

Th launch comes as the brand has just opened a new store at Steen & Strøm Department Store in Oslo, Norway. In partnership with Group 88, this is the first location in Scandinavia to feature the label’s new store concept that was created by creative chief  Johnny Coca and interior designer Faye Toogood.

It draws inspiration from “British art and landscapes combined with bold architectural forms.”

It’s an important opening as the location offers the full product line-up, including ready-to-wear and footwear alongside bags and other accessories and it has hosted an exclusive preview of the Iris bag.

The company said the store is an "important step in advancing its international development strategy."