Major Mulberry launch sees Lily line going carbon-neutral
Mulberry has just launched its first carbon-neutral collection with a name “inspired by Mulberry’s commitment to becoming net zero by 2035”.
Lily Zero comprises 12 styles from its Lily bag family, that are “fully carbon-neutral from field to shop floor”.
The Lily line-up has been around since 2010 so it’s clearly a brand favourite and a good place to start for its full-carbon-neutral offer.
It’s a “soft and supple day-to-evening chain bag” that comes in a variety of sizes and styles, including both original and Top Handle, all featuring the brand’s Postman’s Lock hardware.
The Lily Zero range is being made in the firm’s Somerset factories, using carbon-neutral leather from a tannery in Germany that measures, reduces and offsets its carbon emissions.
That leather is also used on all Mulberry’s Heavy Grain styles, making up 26% of the AW22 collection.
The company has worked closely with the tannery for over a decade and has now also undertaken a Life Cycle Assessment to analyse the full carbon emissions of the range, including components, transport, and packaging, all of which have been additionally offset with the World Land Trust, Mulberry’s carbon offsetting partner.
The new supporting Lily Zero campaign “looks to the future, imagined as an ethereal, futuristic landscape, further enhanced through an Instagram AR filter”. The filter opens a portal that allows the user to “fully immerse themselves in the surreal environment, as well as virtually try on the new Lily”.
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