The infamous Mulberry Alexa is soon to celebrate it's first birthday, The must have bag for trend setters and the fashion elite... ( I am still waiting for mine... Sad face...)
Is it a brief case? A satchel? A tote? But whatever we consider it to be its most definitely a fashion statement of coolness. The Mulberry Alexa which at £750 that has been beating the recession, ruling over 2010's accessory market, inspiring the high street market everywhere.
Mulberry is turning into one of those unusual anomalies the recession occasionally produces; one of the very few companies beating the odds of this depressing financial climate, expanding while everything around it falters or fails. A lot of the company's success has rested on the crazy popularity of this one bag, which Mulberry unleashed on to its adoring public in January 2010.
The Alexa was produced in awe of Alexa Chung, the British model,TV personality, and fashion icon. The bag was first inspired after seeing Alexa carrying the Mulberry Elkington, a men's briefcase, Mulberry's Director's loved how the bag looked, and created a bag inspired by this look. Mulberry wanted to create a low key, cool girl, with a hint of boyishness..
In one week in November alone, 380 Alexa's were sold. Three hundred and eighty women spent £750 (at least) on one particular handbag. How? and Why?
Its an adaption bag, one you can wear over your shoulder, over your body, carry it in your hand, or over your arm, this possibly adding to the effect of getting more for your money? No? Dressed up with heels for sleek City look, or dressed casually down with pumps or trainers and a Parker jacket for a hip relaxed look. What ever the reason this bag is 100 percent the IT bag of 2010, and I seriously in need of this arm candy. Absolutely Stunning, I salute Mulberry ( And Miss Chung) for creating and inspiring such a beautiful piece of fashion History.
Check out my favourite Alexa below...
The Mulberry Alexa in Leopard Print