Mulberry goes full millennial with festive memes

By

Barbara Santamaria

Published
Nov 27, 2018

After unveiling an interactive light-based installation and gift vending machine at its Regent Street flagship store last year, British fashion brand Mulberry continues to embrace the experience-led, digital generation with a series of tongue-in-cheek memes.

The humorous short vignettes released on Youtube celebrate the unique universality of moments that occur during the festive season, such as exchanging gifts with friends and indulging in pre-Christmas snooping.

Directed by Bunny Kinney, they star British models Sam Rollinson, Lily McMenamy and musician Alewya Demmisse, and showcase some of Mulberry’s gift collection for men and women, including the newly-released Hampstead bag.

The meme format is favoured by an internet-savvy generation that consumes a large variety of content across multiple platforms and enjoys inventive experiences they can share with their online followers.

These consumers are of particular importance to Mulberry, which has a growing digital business with its online channel accounting for around 15% of total sales.

Last week, the brand launched its #MulberryLights campaign to celebrate how light, colour, shapes and people come together to create a modern British Christmas. The campaign included an immersive light installation, drinks and music performances at its 100 Regent Street flagship store, and a competition encouraging visitors to share a photo of the store windows on Instagram or Twitter to win an item from the label’s gift collection.

Additionally, a gift vending machine will tour Mulberry’s stores in London, Leeds, Manchester and Edinburgh until 2 December.