Mulberry's S/S '11 collection

Three cheers and hooray for British uberbrand Mulberry! Not only did the luxury label win ‘Best Brand’ at the British Fashion Awards this week, (that low key event you MAY have heard about from us), but thanks to all those I-Want-One "It" bags, profits have TRIPLED in the six months to September. And this week, the luxury brand also opened a gorgeous giant new flagship shop on London’s swanky New Bond St! Whoot!

Naturellement, Grazia Daily has already been down for a sneak peek. And let us tell you, if you had a problem dealing with your Mulberry addiction before... then you should definitely avoid this new emporium of cool AT ALL COSTS.

The Brit superbrand have moved a few doors down from its original address of 41-42 New Bond St to number 50. The old store was a more traditional layout on two floors; a little bit dark and delightfully old school posh. The new store is a bang-up-to-date bright and quirky spacious eco-chic boutique. The perfect environment to show off every aspect of the brand - from those oh-so-covetable It bags (around the walls of the store), to the seriously hot footwear (now housed in it's own winsome little wooden folly - we want those very-Jacko ankle boots) and of course, Mulberry's increasingly desirable ready-to-wear, which finally has the space to shine on long rails divided up into the new pre-collection (tiger-print tastic!); Autumn winter coats and dresses in Mulberry's distinctive prints; and the shimmery, sexy black eveningwear.

There’s even an art gallery space and, in keeping with Mulberry’s particularly British heritage, all the fixtures and fittings are sourced from British craftsmen; from the eco-friendly undulating stone walls, to oak fittings, and the polished brass (including sloganed brass coins embedded in the floor by Brit artist Jonathan Ellery). As the label's spokesman told us ‘like nearly all the best things in life it will get better and better with age.’ Just like our beloved Alexa bags, in fact. 

PS. AND we left with a cute gold Bayswater bag helium balloon (yay!) a mini version of the giant gold bag balloon in the store's window. Just TRY and keep us away from this store!