It may not be beach weather yet, but the iconic label is getting us in the mood for summer with the launch of its new collection - to the bold backdrop of the British seaside.
Eschewing the glamour of white sands in foreign climes, the British label showcases its Spring Summer 2012 offerings on Brighton Beach amid giant sticks of candy-striped rock, oversized fish and chips wrappings and huge puddles of melting ice creams.
Frida Gustavsson and Lindsey Wixson model the bright new yellows Bayswaters and daring animal print Travel Day Bags, along with soft cream and brown tones that more in keeping with Mulberry's traditional style.
Scroll down to see images from the campaign...
The bright and youthful new campaign was dreamt up by the brand's creative director Emma Hill, who said the shoot was inspired by her childhood holidays at the beach.
Mulberry's takings have shot up since Hill took the helm in 2008, posting a 44% rise in sales towards the end of last year.
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Words: Anna Pollitt