A couple of weeks ago, something curious happened. The Mulberry Bryn Bag debuted on the brand’s website, and simultaneously, a bunch of fashion sites dubbed it the next big thing! The second coming of the Mulberry Alexa! The greatest thing since the Celine Luggage Tote! All that seems a bit…effusive, doesn’t it? Particularly for a bag that hasn’t been carried by any big international tastemakers that I can think of, other that normal Mulberry acolytes Alexa Chung and Keira Knightley.
Summer is a bit of a slow news period in fashion, of course, and sending out a well-timed press release with lots of photos and a very clear narrative about a new product is indeed a good way fill some of that empty summer space on fashion sites with your company’s pieces. (To be clear, that’s what any brand’s PR department is paid to do.) Does calling a bag an It Bag make it an It Bag, though? Is it a prophecy that can be made self-fulfilling, or is it just optimistic? Let’s take a look at how our handbag sausage is made. (more…)