Before the February 13 launch, Johnny Coca – the creative director of Mulberry – told Vogue: “I have been designing sunglasses for the last 15 years so it’s part of my process when designing a season,” .
Coca already used glasses as an accessory in his fashion shows. Indeed, for him, it is a good way ‘to complete the silhouette and give the attitude of the season’. Eagle-eyed fashion fans saw it and that is why Mulberry signed a license agreement with Italian eyewear specialist De Rigo. It was the beginning of the production process.
Each pair are named after their muse. For the Kate, Jane, Emma, Charlotte and Gian model, there are made in chunky acetate whereas Tony and Lenny are shaped from a lightweight metal wire. In terms of color, the mainline collection will be available in hibiscus red, sorbet pink, black or ‘metallics’.
As a reminder, DNA is the key for a luxury brand because the image of the brand reflects what it is and that is why customers would prefer one brand against another one.
The question to ask now becomes “Is Coca confident he has created something different from the myriad sunglasses collections in the competitive accessories market?” His response can not be any clearer: “They reinforce Mulberry’s statement and DNA”.
The sunglasses will be available to purchase from the Mulberry website from February 13. You can also find the models in an immersive installation at the Regent Street flagship store during London Fashion Week. The price of the sunglasses range between £190 and £220.