Reviving Icons: Mulberry’s Roxanne and the New Formula for Heritage Growth

Bringing back an iconic bag is never easy. But when it works, it can reshape a brand’s future.

Mulberry’s relaunch of the Roxanne follows the playbook of Fendi’s Baguette, Loewe’s Puzzle and Balenciaga’s Le City, showing how hero products, when revived with care, can reignite cultural relevance and drive growth.

The creative choices matter too. Cynthia Erivo’s star power, Tim Walker’s fantastical lens and Kate Phelan’s styling give the Roxanne campaign credibility and freshness. A reminder that the right talent can recontextualise a heritage piece, making it feel relevant for right now.

But one product alone won’t carry a brand. The real test is whether Mulberry England can turn this into a sustained, multi-pronged push across product, storytelling, and digital, much like Burberry has shown in its own recent turnaround.

For heritage brands, that’s the lesson: reviving a hero product can spark attention, but lasting relevance comes from consistency, aligning product, creative and digital so the story keeps building long after launch day.

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