The new 100 Wooster Street flagship

Visitors will be able to discover the women’s and men’s bags and accessories collections, as well as a selection of pre-loved items from the Mulberry Exchange, the brand’s circular economy programme.

As one of fashion’s freshest voices with a passion for responsible craft, Ella Emhoff perfectly embodies the free-spirited mood of the Mulberry 100 Wooster Street campaign. Photographed by Luisa Opalesky, the campaign takes the viewer on a journey with Ella through the city, experiencing the joy and abandon it gives her with her huggable Softie bag as her constant companion.

A sensibility of softness

To celebrate the opening of the new flagship store in New York at 100 Wooster Street, Mulberry has launched a creative campaign with the model, knitwear designer and resident New Yorker Ella Emhoff. Inspired by the Softie and dedicated to a spirit of community and collaboration, the campaign also features alongside a limited-edition Mulberry ‘Softie’ zine featuring poems from New York’s artistic scene, bringing to life the emotive sensibilities of softness.

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100 Wooster Launch event

For the opening of our new 100 Wooster Street, New York flagship store and the launch of our Softie zine, our friends joined us to celebrate at The Chelsea Hotel.