Everyone in Mulberry’s latest campaign is called Stevie

The campaign photos show each Stevie interacting with the bag in everyday

Mulberry has launched its new ‘Stevie’ handbag with a campaign featuring multiple people named Stevie, unveiled on September 14, 2026. The British luxury brand chose the name to celebrate individuality and connection, casting real-life Stevies from diverse backgrounds. The initiative highlights the bag’s design while turning the casting into a playful narrative about shared identity. The Stevie handbag marks a return to Mulberry’s heritage of crafting timeless accessories, blending practicality with distinctive British style. Named after a nickname once used internally for prototype designs, the bag features a structured silhouette, top handle, and detachable strap. Creative director Isobel Van Dyke explained that the name evoked warmth and familiarity, aiming to make the product feel personal rather than purely aspirational.

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The campaign photos show each Stevie interacting with the bag in everyday settings, from commuting to coffee breaks, reinforcing its role as a daily companion. Why the Name Stevie Resonates Beyond Fashion Choosing a common name like Stevie allowed Mulberry to shift focus from celebrity endorsement to authentic representation. The brand partnered with individuals named Stevie across professions — including a teacher, a musician, and a small business owner — to reflect real-world diversity. Van Dyke noted in an interview that the idea emerged during a team brainstorming session where someone recalled calling early samples „Stevie” affectionately. This personal origin story became central to the campaign’s message: luxury can feel accessible when rooted in genuine human connection.

The approach also subtly challenges industry norms that often rely on singular

The approach also subtly challenges industry norms that often rely on singular, high-profile faces to sell products. How Does a Name Influence Consumer Perception? Research suggests that product names tied to familiarity can increase emotional attachment and perceived value. Mulberry’s strategy leverages this by inviting consumers to see themselves in the campaign, regardless of whether they share the name. Early feedback indicates strong engagement on social media, with users named Stevie sharing their own photos using the hashtag #MyStevie. The brand reports that pre-orders for the Stevie handbag exceeded initial projections by 30% in the first week, indicating strong market response. This outcome suggests that naming tactics rooted in relatability may offer a competitive edge in crowded luxury markets. Frequently Asked Questions What inspired the name ‘Stevie’ for the handbag? The name originated as an internal nickname for early prototype designs during development, chosen for its friendly and approachable feel.

Is the Stevie handbag available in multiple colours or materials? Yes, the bag is offered in classic leather finishes including black, tan, and burgundy, with options in both smooth and pebbled grain textures. Where can customers purchase the Stevie handbag? It is available through Mulberry’s official website, flagship stores in London and New York, and selected luxury retailers worldwide.