The Softie bag launch campaign, ‘Touch Me’, marked a more expressive and culturally relevant chapter for Mulberry, introducing the product through an elevated editorial concept rooted in tactility, playfulness and modern luxury.

The campaign strategy and digital rollout were developed across all social platforms, translating the Softie’s distinctive design language into a cohesive social-first narrative. Alongside the launch of Mulberry’s TikTok channel, the project introduced a fresh, platform-native approach to content and community growth, bringing a more contemporary energy to the brand while remaining aligned with Mulberry’s heritage-led identity.

Through considered storytelling, social strategy and digital execution, the launch positioned the Softie as a playful yet luxurious brand icon, strengthening campaign visibility and expanding Mulberry’s presence across emerging social channels.