Mulberry Fall 2018 Handbag Collection: Can Johnny Coca Win Back Loyal Fans?

Mulberry has weathered a turbulent decade, but with creative director Johnny Coca at the helm, the Fall 2018 handbag collection suggests the British house may be finding its footing again.

A Tumultuous Decade for Mulberry

That momentum proved difficult to sustain. A strategic shift toward a more elevated luxury positioning created tension between commercial ambition and the brand’s original identity. As prices moved upward and the product mix changed, the connection with core customers weakened. The result was a period of instability that left Mulberry with the challenge of rebuilding both trust and clarity.

Then came CEO Bruno Guillon, recruited from Hermès. His strategy was to push Mulberry upmarket, directly competing with top-tier luxury brands. This vision clashed with Hill’s philosophy, leading to her departure. Prices rose, and sales fell. By early 2014, Guillon was gone, leaving the brand in need of repair.

Johnny Coca’s Vision for Fall 2018

Mulberry has spent the years since rebuilding trust. A pivotal move was hiring Johnny Coca, formerly head of handbag design at Céline—one of the most influential accessory departments in luxury fashion. Coca has been allowed to develop his vision organically, without the pressure of rushed launches or headline-chasing.

The Fall 2018 handbags suggest Mulberry is moving in a steadier direction, and that alone is meaningful. The collection does not rely on nostalgia, yet it does seem mindful of what longtime admirers appreciated in the brand to begin with. That combination of heritage and restraint could help restore confidence among customers who stepped away during earlier shifts in strategy.

Will This Collection Win Back Former Fans?

The Fall 2018 lineup suggests Mulberry is on a promising path. Coca’s designs balance modernity with the brand’s heritage, offering pieces that feel both fresh and timeless. For longtime followers who drifted away during the upmarket shift, this collection may be the first sign of a true revival. Whether it’s enough to fully restore the brand’s former momentum remains to be seen, but the direction is encouraging.

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