2011 has been quite a year for quintessentially British brand Mulberry. Not only has the celebrated brand turned 40, but it is now worth one billion pounds. Famous for its luxury handbags and cult celebrity following, the label couldn’t have had a more modest start. 

Roger Saul, the founder of Mulberry, started making leather goods in his garage on a meagre loan of £500. Local craftsmen helped to create goods at his Somerset workshop, which were sold initially to trendy London boutiques such as Biba and then internationally at Bloomingdale’s. The traditionally British brand soon expanded and Saul’s leather shoulder bags reached a status associated with luxury and quality. Receiving a modern reinvention in 2000, when Singaporean billionaire Christina Ong bought a large share of the business, Saul was eventually ousted. New designers were drafted in and the concept of the ‘it’ bag was born.

Mulberry, in a time of economic uncertainty, seems to be defying the odds. When consumers tend to be monitoring what they spend so closely, investing in quality appears to be a better option than frittering away the pennies on less expensive goods, that might not go the distance. This is not to say that Mulberry has only sustainable quality propelling it forwards. With a fundamental understanding of what makes an item so covetable, Emma Hill, the now creative director, has tapped into the influential nature of celebrities. Using style icon Alexa Chung as a muse and name behind the most iconic Mulberry bag to date, the Alexa, Emma produced a modern must-have whilst keeping in tune with Mulberry’s heritage. A clever partnership, Mulberry inserted the ‘cool’ factor into sturdy practical pieces whilst retaining a very British Feel.

The invention of the Alexa and its subsequent success was a huge turning point for the brand, which has become a household name. Chung was absolutely the right choice. Her boyish British charm and classic style meant the marriage between bag, muse and brand felt absolutely natural. Consumers want to emulate the effortless style of london ‘it’ girls, without looking like they have actively tried. Mulberry bridges that awkward gap between classic heritage, modern appeal and practical ease. Add to the winning formula the fact the bags have a ‘forever’ feel due to enduring quality and timeless design, it’s no wonder every arm craves a Mulberry. 

If you want to adorn your arm with Mulberry this season, then look no further. With a range of exciting new styles or old classics that have been re-worked, Mulberry continues to dominate the ‘it’ bag domain. So the only question left to ask is which Mulberry are you? Just click to buy from MatchesFashion.com.