Mulberry Softie:
A Campaign That You’d
Want to Reach Out and Touch

The new Mulberry Softie is a bag that’s made for touching. Crafted out of the softest nappa leather with each padded cell filled with lush down feathers, it invites you to give it a hug, an embrace. With a unique silhouette that bounces and inflates, it’s a satisfying tactile experience that makes it one of the most supple bags in the world today.   

As we emerge from a socially-distanced world, we observe a loss of touch. When we’re denied this basic need, we crave it. We miss the visceral connection it brings. This cultural tension is what we want to play on, by asking people to touch again.