Mulberry’s smartest campaign in years puts craftspeople, not celebrities, at the centre of luxury

I think it's interesting but also risky. The luxury market is notoriously fickle; will people really change their buying habits based on this new approach?

I've always loved Mulberry bags, and knowing there's a real person behind the craftsmanship makes me appreciate them even more. It adds a layer of meaning to my purchases.

I worry that this campaign could fall flat if it doesn't have the right marketing. Luxury consumers might still want that escapism which celebrities provide.

As someone who works in fashion, I think this is a brilliant approach. It shifts the narrative from unattainable glamour to real skill and artistry, which is something our industry desperately needs.

While the focus on craftspeople is refreshing, I'm curious if it will actually resonate with luxury buyers who often seek celebrity validation. Will they be as inspired to buy without a famous face?

I really appreciate Mulberry's decision to highlight craftspeople instead of relying on celebrity endorsements. It feels more authentic and connects us to the craftsmanship behind the products.