EXCLUSIVE: Mulberry’s LFW invitation

Butterflies set the tone for AW13

As of tomorrow, the world’s top fashion editors will be getting butterflies – Mulberry butterflies, that is.

ELLE has had an exclusive sneak preview at the invitation that sets the tone for one of the most eagerly-anticipated collections of the season – the ‘balancing butterfly’ – which will be winging its way into the letterboxes of the fashion world elite this week. And isn’t it pretty?

Created from three sheets of card – two azure blue, one ebony – it features black gloss foil blocking type and ornate textured ‘butterfly veins’.

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It marks an important season for Emma Hill, Mulberry’s tireless creative director, who has seen the label’s revenue leap from £45 million to £168 million during her five-year tenure.

‘When I got my CBE this year, it made me realise how far we’d come at Mulberry,’ she said, as part of the new #ELLEinspire pages in our March issue. ‘Two years ago at our first catwalk show we didn’t have the money for lighting, so it was my team switching the chandelier on and off! I said to the then-CEO that we were struggling and he replied, "Well, you’d better sell some more bags", so we just got on with it.’

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Get on with it they did, and now even receiving the show invitation is one of the key London Fashion Week ‘moments’ (as is getting your hands on the corresponding Mulberry tote bag, for carrying your emergency show-season flats).

With garden gnomes the label's motif of choice for spring/summer 2013, next season it seems, things are taking flight. And we can’t wait to see how this translates on the catwalk.

There’s not long to wait: Mulberry will show at 11am on Sunday, 17 February.

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