Can Johnny Coca save Mulberry?
The lengthiest hiring process for troubled British luxury brand Mulberry, is finally over. It’s been announced that Mulberry has appointed former Celine (LVMH Group) accessories design director Johnny Coca as its new creative director. Although, nearly anonymous, his work can be seen at Celine, Bally and Louis Vuitton.
Johnny Coca is expected to start on July 8th, 2015 and he will have complete creative control over all Mulberry’s collections; ready-to-wear included, and will report to Chairman and CEO, Godfrey Davis. With new blood on board Mulberry is hoping to reinvigorate its product and bring new energy to the brand. Despite the financial decline experienced by the luxury brand in the first half of 2014, Godfrey Davis, claims that the performance of the brand ‘has been rather encouraging’.
Could newly appointed Creative Director (Ex Celine) save Mulberry? You are probably wondering who is this guy and what can we expect from him?
Johnny Coca is a native of Seville, fluent in four languages, studied art, architecture and design at Ecole des Beaux-Arts and Ecole Boulle in Paris and has acted as a tutor for students at Central Saint Martins in London. The talented designer has been appraised for some of the bestselling shoes and bags at Celine in the past decade such as the famous and widely copied Trapeze bag or the posh skater shoes. His arrival embraces the possibility of helping Mulberry win back its position as an aspirational bag label for British women. What Mulberry is chasing now is design talent and innovation rather than name recognition.
Coca’s expertise in leather goods is highly appreciated by the Britain’s biggest luxury leather goods manufacturer, which is also extremely glad to welcome their new designer who has ‘such a wealth of international luxury and fashion experience’.
Mulberry expects a positive outcome following these changes. Johnny has done great at Celine as is expected to do as well while working for Mulberry. We are all incredibly excited to follow up and see what this man is capable of.