Many people were on the cynical side when Mulberry announced that they had named a bag after Lana Del Rey. After all, the timing seemed to tap into the singer's notoriety at the time and her sudden catapult to fame made many question what she had done to warrant the big stamp of approval. None of this has stopped people from getting exciting about the bag to drop though. This week the brand confirmed that the demand has been so huge that they're dropping it in stores early.
Rather than allowing pre-orders and the waiting list to grow, Mulberry announced that as of this week a limited number of the black and brown styles have been made available in their New Bond Street store in London and Spring Street store in New York. If you're not lucky enough to get your hands on the bag then, don't worry because you haven't got long to wait as the full range will hit stores on May 14th.
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?