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Mulberry relaunches the Roxanne — and the Y2K moment returns, louder and lovelier than ever

Mulberry’s Roxanne was never a quiet bag. When it first arrived in the early 2000s it carried with it a particular kind of swagger: part punky satchel, part boho-chic, all London street-cred. Now, more than two decades later, the house of Mulberry has pulled the Roxanne back into the spotlight — updated, reshaped and repackaged for a generation that worships early-2000s nostalgia while craving pieces built to last. The relaunch arrives as the brand leans into its heritage and the appetite for Y2K aesthetics reaches fever pitch — a tidy business decision wrapped in a cultural moment. (British Vogue)

What’s back — and what’s new

Rather than simply reissuing a single silhouette, Mulberry has returned the Roxanne as a family of bags. The line includes the Roxanne and Small Roxanne (which nod to the original’s boxy, buckled identity and can be worn as crossbodies), plus two new shoulder-focused shapes — the Roxanne Shoulder Bag and the Mini Roxanne Shoulder Bag — designed for lighter, more versatile everyday wear. The updates are not radical: the signature belted front and distinctive pockets remain, but hardware is refined, silhouettes are sleeker, and options for wearing the bag have been broadened to suit contemporary movement and wardrobes. The collection is a deliberate attempt to balance nostalgia with modern functionality. (FashionNetwork)

Mulberry has been careful with the craft story, too. The original Roxanne was famed for its artisanal construction — a slouchy bag made from dozens of pattern pieces — and the relaunch emphasizes workmanship as much as style. The new family maintains surprisingly complex construction and premium leathers sourced from environmentally accredited suppliers, part of Mulberry’s effort to position the Roxanne as heritage luxury rather than a fast-fashion throwback. The bags are priced to reflect that positioning: the Roxanne family launched with entry points that start in the high hundreds of pounds, a signal that Mulberry intends the Roxanne to be an investment piece for the modern wardrobe. (Who What Wear)

The campaign: cinematic nostalgia with a contemporary face

Mulberry’s campaign tops off the relaunch with theatricality. The brand tapped acclaimed photographer Tim Walker — whose dreamlike, whimsical images have been central to Mulberry’s visual language for years — and paired him with stylist Kate Phelan to shoot the campaign starring Cynthia Erivo. Erivo, a Londoner whose rise in film, theatre and music has made her a style touchstone in recent years, brings a blend of classical poise and youthful verve to the images. Mulberry cast her not as a mannequin for the bag but as a living bridge between the Roxanne’s early-2000s moment and its modern reinvention: she references her own memories of longing for a Mulberry in London and sits naturally within Tim Walker’s staged, slightly surreal environments. The result is a campaign that feels like full-circle storytelling — heritage brand meets new cultural moment, told through star power and a distinct visual language.

Why bring back the Roxanne now?

Fashion runs on cycles, and the past five years have seen a particular reverence for late-90s and early-00s style. From low-rise silhouettes and micro-tops to lacquered leather and buckle details, Y2K references have filtered through luxury runways down to high-street knockoffs and influencer wardrobes. The Roxanne is perfectly placed to capitalize on that craving: it’s one of the emblematic accessories of the era, already associated with celebrity style (think Kate Moss, Alexa Chung and other It-girls of the time), and its aesthetic reads as both nostalgic and instantly wearable. Relaunching a recognizable piece gives Mulberry the twin benefits of tapping cultural momentum while reasserting its design lineage — a powerful combo for sales and storytelling. (Who What Wear)

Beyond trend-following, there’s a commercial logic: heritage revivals attract both older customers who remember the bag the first time around and younger buyers seeking authenticity and the cachet of owning something with history. By releasing multiple sizes and slightly altered shapes, Mulberry widens the Roxanne’s potential audience — from the nostalgic millennial who wants a faithful heirloom to the Gen Z shopper looking for an “It” accessory that reads vintage but is new and guaranteed. The campaign’s celebrity choice and high-concept imagery amplify that cross-generational reach.

Design notes: how Mulberry modernised a classic

The Roxanne’s original personality came from its oversized front pockets, prominent belt buckle and slouchy profile — details that made it immediately identifiable on the street. The new versions keep those hallmarks but pare down excess: hardware has been refined, the silhouette is a touch more tailored, and new carry options make the bag easier to integrate into today’s multi-function wardrobes. Colorways include classic leathers — black and chestnut suedes — but Mulberry also released seasonal tones that nod to current runway palettes, ensuring the Roxanne will appear in both editorial shoots and everyday styling. (Who What Wear)

Material choices matter in a relaunch like this. Mulberry has foregrounded sustainably accredited tanneries and a commitment to durable leathers, which positions the Roxanne as a considered purchase rather than a trend-driven impulse. That messaging helps justify the price and appeals to luxury buyers who demand provenance and responsible supply chains as part of the value proposition.

The cultural resonance of the Roxanne: beyond a bag

A bag can be more than an object; it can be a cultural shorthand. The Roxanne encapsulated a specific London moment in the 2000s: indie-club minimalism mixed with a punk attitude, worn by celebrities who blended anti-glamour and glamour into a look the press loved to call “effortless.” Relaunching the Roxanne is, in part, an attempt to bring that mythos back — to remind fashion’s conversation that Mulberry once made some of the era’s defining accessories.

At the same time, the Roxanne’s return comes amid a broader luxury strategy where houses mine their archives to maintain relevance. For Mulberry, the Roxanne is a particularly useful artifact because it signals both durability and desirability: it’s a bag that once required skill to craft (don’t forget the dozens of pattern pieces that went into the original), and it’s an item that historically caused bidding wars among vintage collectors. In short, it’s a design that’s both collectible and wearable, which is rare. (Culted)

Market positioning and competition

Mulberry’s relaunch arrives into a crowded market. Luxury houses have been reviving archive pieces for years — and accessories, in particular, are fertile ground because they can be repositioned more easily than full collections. What Mulberry needs to do, and appears to be doing, is emphasize what sets the Roxanne apart: its craftsmanship, its British provenance, and its genuine link to a recognizable cultural moment.

Pricing starts in the high hundreds of pounds, which positions the Roxanne as accessible-luxury rather than sky-high couture. This strategy broadens the pool of potential buyers while retaining the bag’s status. The trade-off is that Mulberry must maintain perceived exclusivity and storytelling to avoid dilution — which is where the gothic-romance of Tim Walker’s imagery and Cynthia Erivo’s cultural credibility come into play. Together they keep the narrative premium even as the price points are calibrated for real-world sales. (FashionNetwork)

The resale and vintage economy: a wrinkle to watch

One reason archive revivals excite consumers is the aftermarket. The Roxanne has long had a second life on resale platforms: original pieces fetch healthy sums because they’re scarce and carry cultural cachet. By releasing new Roxannes, Mulberry addresses that demand directly — customers no longer need to navigate resale markets to acquire a piece of the story. But revivals also have a paradoxical effect: they can reduce the scarcity value of vintage pieces, or conversely stimulate interest in older variants as collectors chase rarer colors, hardware or provenance. Either way, the relaunch will ripple through both primary and secondary markets, and Mulberry — like any brand reviving an iconic piece — will be watching resale prices and editorial chatter closely. (Woman & Home)

How fashion insiders and shoppers reacted

Initial public reaction blends enthusiasm and nostalgia. Fashion press coverage has been broadly positive, praising the balance between faithful reference points and thoughtful modernisation. Social media chatter shows two main camps: older shoppers delighted to see a childhood-era accessory reappear in a polished form, and younger shoppers who label the Roxanne “retro-cool” and already plan to style it with everything from low-rise jeans to blazer-and-boot combinations. The Cynthia Erivo campaign further lubricates that excitement, lending the relaunch cultural seriousness beyond a simple marketing stunt. (Who What Wear)

Styling the Roxanne in 2025

If you’re wondering how to wear the Roxanne now, think hybrid dressing: Y2K references layered with modern tailoring. For an editorial take, pair the Roxanne with low-waist denim, a cropped blazer and chunky boots. For city dressing, let the shoulder iteration live with a trench coat and ballet flats or loafers. The Mini and Small versions are built for crossbody utility — convenient for commuters who want a statement accessory without the bulk. The bag’s palette and proportion choices mean it can be the anchor in both maximalist and pared-back looks. Influencers will do what they always do — make it feel like an everyday essential — while stylists will push the more theatrical possibilities highlighted in Tim Walker’s images.

Final verdict: a smart relaunch that respects its past

Mulberry’s Roxanne relaunch is textbook heritage strategy: pick a cult object, update it gently, stage it with a star, and tell a story that spans generations. The brand’s attentiveness to materials, made-in-craft messaging, and the diversified range of sizes suggests this isn’t a one-off nostalgia play but the beginning of a renewed line story. Whether the Roxanne will reclaim its position as an “It” bag on the scale of early-2000s icons depends on distribution, continued editorial interest, and whether the fashion conversation keeps orbiting Y2K nostalgia. But for now, Mulberry has delivered a relaunch that reads both affectionate and commercially savvy — a modern heirloom for a moment that loves to revisit the past. (British Vogue)

Here are some detailed case studies, quotes/comments, and examples around the Mulberry Roxanne relaunch & the revival of Y2K aesthetics — what critics, fans, media and the market are saying, and how this fits into broader fashion-practice. If you like, I can also pull in social media commentary (Instagram, TikTok etc.) for more raw responses.

Case Studies

1. The Roxanne’s Relaunch as a Family of Bags

What was done: Rather than a straight reissue, Mulberry relaunched the Roxanne as a family of styles: the original, Small Roxanne, Roxanne Shoulder Bag, and Mini Shoulder Bag. This gives more market segments a chance: those who want the vintage/OG feel, those who want something lighter or smaller, those who carry crossbody vs shoulder. (Woman & Home)
Craft / design detail: The revised versions keep signature elements (buckles, front pockets, belted centre) but streamline some hardware; lighter styles for modern usage; different carrying options. They maintain heritage craftsmanship — e.g. 44 pieces in the pattern for some Roxanne versions. (FashionNetwork Norway)
Sustainability / Circularity angle: The relaunch leans heavily on heritage, longevity, and Mulberry’s existing framework for “pre-loved” via The Mulberry Exchange. The commitment to environmentally accredited tanneries, and the angle that this bag is more than trend, but built to last, is central. (British Vogue)

Why this case works as a “success” strategy:

It balances nostalgia with functionality. It doesn’t ask people to carry the original in all its (sometimes cumbersome) glory, but gives more flexible options.
It leverages the existing resale / vintage demand (OG Roxannes are still sought after) but brings control back to the brand.
It uses storytelling (campaigns, celebrity, craft) effectively to create desire beyond just trend-following.

2. Campaign & Narrative Strategy with Cynthia Erivo & Tim Walker

Narrative framing: In interviews and campaign content, Cynthia Erivo talks about “longing for Mulberry growing up in London,” “rebellious and romantic spirit,” and fashion as emotionally expressive — not just functional. Mulberry uses this to tie the Roxanne relaunch not just to a design revival but to personal / cultural memory. (FashionNetwork Norway)
Visual & aesthetic strategy: The campaign was shot by Tim Walker (known for whimsical, surreal visuals), styled by Kate Phelan. The imagery includes warped rooms, decorative carpets, swings etc. — setting up a dream-nostalgic feel. It is theatrical rather than minimal. (FashionNetwork Norway)
Multimedia content: Alongside stills, Mulberry has produced “Mulberry Moments”—a video series / short film discussions between Erivo and journalist Recho Omondi, where they discuss early memories, personal style, etc. This adds depth, human connection, authenticity. (FashionNetwork Norway)

What this shows:

Brands are not just selling objects, but stories and identity.
Celebrity / influencer tie-ups are more effective when they feel personal (e.g. “this bag was something I always wanted”) rather than just promotional.
The visual aesthetic echoes the product: Y2K, punk/boho, visible hardware etc., so there is coherence between what the bag does and how it’s presented.

3. Consumer & Press Reactions

Press commentary:
- Vogue UK calls the Roxanne a “major comeback,” noting that geographies like Copenhagen Fashion Week had early street style sightings of vintage Roxannes. (British Vogue)
- Marie Claire emphasizes how the updated bags retain the original charm but add modern refinements (crossbody carry, different sizes, updated hardware) and situates the relaunch firmly in the continuing interest in Y2K revival. (Marie Claire UK)
Consumer / fan commentary (forums, blogs):
- On PurseForum etc., there’s nostalgia and affection: several users describe the Roxanne as “rock-chic,” “non-conformist,” “casual” and say its appeal grows with age. Some also note the “busy” hardware and boxy shape that may have been a barrier before, but which now feel “characterful.” (PurseForum)
- Blogs such as This Bug’s Life recount how earlier Roxannes have held up, aged beautifully, are beloved, and how scarcity of well-conditioned vintage pieces has made them treasured. (thisbugslife.com)
Price perception & value: The press mentions that new Roxannes start at around £795, indicating sizeable investment. Some commentary frames this in relation to what vintage or secondhand versions cost, often seeing good condition vintage Roxannes commanding prices not far off or sometimes even more (because of rarity) than past new-price. (Woman & Home)

Comments & Critical Takeaways

Here are some of the more pointed comments / critiques and what they suggest:

Comment / Critique	Implication / Takeaway
“Less hardware compared to the OG version.” (Vogue) (British Vogue)	Suggests audience demand for more wearable, less weighty versions; even fans of the original may prefer lighter iterations.
“Retains Y2K attitude but updated.” (Woman & Home, FashionNetwork) (Woman & Home)	Brands need to thread a needle: enough of the past to tap nostalgia; enough of the present to avoid being costume or retro parody.
“It’s heavy.” From older Roxanne owners (blogs) (thisbugslife.com)	Practical concerns persist: heaviness, comfort, whether vintage materials age well. New versions seen to mitigate some of these.
“Better condition vintage pieces are scarce, prices high.” (thisbugslife.com)	High demand in resale/vintage market shapes both pricing and expectations of relaunch: scarcity gives authenticity and cachet.
“Wanting authenticity / craft.” (in campaign and in press) (FashionNetwork Norway)	In the luxury market, heritage and craftsmanship (how many pattern pieces, where leather is sourced, sustainability credentials) are increasingly central to consumer decision.

Examples & How Other Brands / Fashion Items Compare

To see this in broader context, here are comparable case studies / examples of Y2K / early-2000s revivals, and how they relate to what Mulberry is doing:

Chloé Paddington — another early-2000s “It” bag. It has seen several revivals; people often compare the Roxanne’s reissue to these kinds of “It-bag comebacks.” (British Vogue)
Longchamp Le Pliage etc., more utilitarian bags that became style icons; their resurgence signals that both style and utility are being balanced in current handbag trends. (inkl)
High-street knock-offs / inspirations: the relaunch spawns immediate comparisons with high-street versions that mimic the Roxanne’s style (buckles, pocketed front, satchel shape). Some consumers mention these (in Woman & Home, etc.) as more budget-friendly alternatives. (inkl)

Predictions & Strategic Lessons

Based on what’s happening, here are some predictions and lessons Mulberry (and other brands) may be learning or could leverage.

Sustained demand but with refinement: Nostalgia alone isn’t enough. Consumers want design heritage, but also improvements (lighter weight, more modern hardware, functional versatility). Brands that update rather than reissue exactly will succeed more.
Circularity and heritage are risk-mitigators: With sustainability more than a buzzword, the ability to offer refurbished/vintage versions (Mulberry Exchange), authentic craft, and healing environmental credentials (accredited tanneries etc.) mitigates backlash about luxury consumption.
Campaigns with emotional storytelling pay off: Not just “here’s another bag,” but “here’s what it meant, what it means, what it represents” helps make these relaunches feel less cynical and more rooted in culture.
Scarcity and rarity still drive value: Vintage Roxannes in good condition are not everywhere. The sense that owning something rare — or being one of early buyers of the new line — increases desirability. Mulberry leveraging its Exchange / pre-loved platform helps this.
Segment the offering: Different sizes, silhouettes, price points, wearing-options allow a broader audience to participate. Some want the original, some want something lighter or smaller, and some want something “inspired by Roxanne” but more practical everyday. Mulberry’s Roxanne family is doing exactly that.