To celebrate the opening of its Wooster Street flagship store in New York City, Mulberry has launched a limited-edition zine titled Softie, devoted to a sense of community and inspired by its pillowy bag of the same name.
Earlier this year, the quintessentially British fashion house introduced its sensory bag line, Softie, featuring cloud-like quilted-leather handbags in bold colours and a variety of silhouettes and sizes. For its latest venture, the heritage brand has now launched a creative campaign with the model, designer, free-spirit and local New Yorker Ella Emhoff, celebrating the launch of the new white edition and the opening of its flagship store in SoHo.
The creatives behind the zine are Dean Kissick, an editor at Spike Magazine, and Richard Turley, one of the makers of Civilization Magazine. Exploring the theme of innocence in New York, the Softie zine features playful campaign photographs by Luisa Opalesky and original works from buzzy writers and poets, including Bunny Rogers and Meetka Otto. Their poems are evoked by Ella Emhoff’s hazy shoot throughout the zine, taking the viewer on a journey through the city that never sleeps. Pictures of Emhoff are contrasted with wistful, dream-like photographs of blossoming trees and underwater pool shots.
Speaking to Vogue Runway, Emhoff said: “Some of the best shots we got came when we were just walking around or heading to the next location.” She also expressed how “watching Luisa climb on basically anything she could, and falling to the floor to get the perfect angle was a highlight.”
The Softie zine will be available on Mulberry.com and at the 100 Wooster Street store.