5

Source: Website

Web Address: http://www.mulberry.com/journal/mulberry-wedgwood/

Year: 2013

Quote

“As an English luxury brand we enjoy a proper cup of tea. And so, to invite guests to our London Fashion Week show this Sunday, we sent miniature teacups and saucers created by iconic English tableware and lifestyle brand Wedgwood.

The invitation tells the first part of the Spring Summer 2014 story. The miniature Wedgwood cup and saucer are held inside a box embossed with a traditional stately home: the first glimpse of the catwalk theme…

The bespoke ‘dolls house’ teacup and saucer are based on the iconic Wedgwood Jasperware in traditional Jasperware colours, which also beautifully reflect many of the seasonal tones from the Spring Summer 2014 collection. Our show guests will receive one of five colourways, charmingly contrasted against a backdrop in a different seasonal shade."

Analysis

Mulberry is the quintessential English brand. They are known for their classic designs that have a modern and playful edge. This is reflected every aspect of their branding/identity. Their SS14 London Fashion Week invite involved a collaboration with Wedgwood. Creating a teacup and saucer customised with the Mulberry stamp, Mulberry have maintained their image as a traditionally English yet of the the moment brand. The teacup acts as a reminder of the heritage Mulberry has. Like Mulberry, tea is an iconic image of Britain and presenting their invites as miniature teacups is fun and playful, a trait also associated with the brand.