Alexa pictured with another highly successful Mulberry bag, the Bayswater
Mulberry has won again. They won Best Designer Brand at the British Fashion Awards this week and the company has now reported it's soaring figures.
The British luxury brand's profits have risen by a staggering 38 per cent this year, from £32.2 million in 2009 to £44.7 million.
We love how it looked, and we thought that designing a bag that was inspired by Alexa, by that particular image, was just a nice thing to do.
Wholesale orders for the current autumn/winter collection is up 100 per cent and orders for the Spring 2011 is up 91 per cent compared to last year.
This success follows the launch of the Alexa bag last winter.
The bag was inspired by stylish Alexa Chung after she was pictured using a vintage Mulberry man's satchel as a handbag. After Creative Director Emma Hill saw the photograph she designed the bag with Chung's quirky style in mind.
Emma Hill told the Daily Mail: “We love how it looked, and we thought that designing a bag that was inspired by Alexa, by that particular image, was just a nice thing to do.
“And, of course, Mulberry has this tradition of naming bags after girls. But it wasn't a collaboration [with Chung]; she didn't contribute to the design process.”
The Alexa bag has had nothing but a positive effect on the company. Department store Selfridges has sold out many times over and Mulberry has had to extend their Somerset factory to keep up with the demand of the bag and created an extra 60 jobs in the process.
The bag expected to be best seller nest season is Tillie. It has a satchel strap that is similar to the Alexa, but no signature post man's lock which help to identify the brand.
Fashion bloggers claim that the bag is the 'happening elder sister to the Alexa'.
Tagged in Alexa Chung Mulberry