Johnny Coca Unveils Mulberry Fall 2016 Ad Campaign
Conceptual and introspective, the newest Mulberry fall 2016 ad campaign takes us on an inspiring, motivational journey, which lets Mulberry take a philosophical turn many of you will surely appreciate. Poetically dubbed “Self/Reflection”, the Mulberry fall 2016 campaign directly looks into the dualities one may face during life, as well as into those fashion (both as an industry and as a form of art) constantly embraces season after season.
To enhance such an intricate philosophical concept, the British fashion house tapped twins Lia and Odette Pavlova as the campaign’s models, here exceptionally lensed by acclaimed photographer Coco Capitán.
“Lia and Odette have such distinctive looks and we played with their ‘twinness’ to twist the idea of reflection — sometimes you’re looking at one girl in a mirror, sometimes you see two, reflecting each other in their pose instead. The result is intriguing and playful,” explained Mulberry’s creative director Johnny Coca, adding that Coco Capitàn “has a unique way of seeing the world and skillfully expresses that in her photography – her images feel like very specific moments that just happen to have been captured. Coco is fresh and always brings her unique vision to the project.”
Thanks to some tricky effects and a clear forethought on the proportions and chosen styles, the campaign enhances all of the different Mulberry women, often described via the label’s press notes as “strong and striking, yet soft and feminine.” Even before being appointed as Mulberry’s creative director, Coca had always been reportedly “continually inspired by how women can be both tough and delicate, rough and fragile, shy and extravagant at the same time,” and such contrasting forms of inspiration were well visible throughout the entire Mulberry fall/winter 2016-17 runway show too.
Such an appealing duality is inevitably visible in the campaign too, for which Johnny Coca chose the line-up’s most striking proposals, the materials and lines of which alternate sheer with heavyweight fabrics, as well as airy, voluminous shapes with more clean-cut, geometric patterns. Minimalistic yet fancy, the campaign translates this duality to a static and austere, yet warm and familiar setting, which in return highlights not only Mulberry’s must-have pieces, but also the essential accessory staples.
Worldwide known for its It-bags, Mulberry has always been strong on the accessory line, and Coca knows that. Round-framed sunglasses, Mulberry’s brand new handbag, the Chester, as well as a pair of studded hoop earrings have their time to shine in the campaign too, giving us hope for the label’s sales to start increase again.
Regarding the identity and economical crisis Mulberry has undergone during the past few years, the company’s chief executive officer Thierry Andretta explained to WWD that he, along with Coca, want “a complete 360-degree vision in every category and to target both the existing and aspirational customer,” which means that what we are about to see is a full-on transformation from a haute couture brand to a lifestyle label.
Set to debut in the September issues of international publications, ‘Self/Reflection’ is a fresh start for the label’s new aesthetics for sure!
Photos courtesy of Mulberry