Image via Mulberry

Mulberry always have a strong front row but the front row line up at their show this morning was particularly interesting. After Rihanna made an appearance at the Stella McCartney presentation last night, many assumed that she would appear at Mulberry today but instead, all eyes were on Lana Del Rey.

In a twist of marketig genius, the brand dropped a press release first thing this morning announcing that they have created the 'Del Rey' bag in the singer's honour, which they confirmed would debut at the show. Naturally then, it became pretty clear that the 'Video Games' singer would be in attendance and that she was. Sporting the white ostrich skin bag, Del Rey sat front row with Pixie Geldof and rapper de jour, Azealia Banks.

The 'Alexa' bag named after Alexa Chung made sense. Whatever you think of the presenter, her innate sense of style is undisputed and more importantly, it is quintessentially British which matches Mulberry's heritage. Del Rey on the other hand seems to have catapulted to fame over night simple for being an antidote to the pop songs we haven't been able to get a break from recently rather than for anything else. While her debut track 'Video Games' was everywhere last summer, her album continues to get panned by critics and Alexandra Schulman was forced to defend choosing her to cover British Vogue's March issue earlier this month. It therefore begs the question - why would Mulberry honour a celebrity who doesn't have a strong link to the brand and whose credibility is the subject of much debate?

What do you think?