But it’s not just the Alexa Effect (yes, that’s a bona fide term) that has made Mulberry the must-have brand for bag-sporters of both sexes.
It’s its perfectly coiffed Englishness: with a factory in Somerset and a distinctly non-Italian name, cool (and posh) Britannia veritably oozes from Mulberry.
With Asian expansion a key strategy for all ambitious luxury brands, Chinese tastes matter – a lot.
The Chinese may be thrashing us economically, but when it comes to style, they want what we’ve got: heritage, class, history, tradition, craftsmanship.
And in those supple, textured, structured pieces of leather, crowned with that little mulberry bush, they seem to find those things.
Mulberry is inexpensive by couture standards – next to Prada, Gucci, Balenciaga and Hermes, it’s almost affordable.
You can do very nicely for under £1,000 – the Alexa satchel in “nightshade blue silky snake” costs £950, for example. And in the world of luxury fashion brands, that’s saying something.