Mulberry hosted an exclusive evening party at the Hotel Chelsea on Wednesday night to celebrate the opening of their flagship New York City store, located at 100 Wooster Street.

The party, which celebrated both the new store and it’s corresponding creative campaign and magazine launch. The exclusive evening included cocktails and dinner, as well as a special performance by Rainey Qualley.

Ella Emhoff’s campaign for Mulberry revolves around the Softie bag, the brand’s first sensory-friendly bag. The Softie, which is made of Nappa leather and feather down, has a distinct, pillowy look. The campaign, which follows Emhoff around the streets of New York, embodies the free-spirited mood of both the bag and the new store.

To go along with the campaign, Mulberry also released a special magazine, called Softie, which serves as a love letter to New York, painting a picture of the city today and celebrating the underground “softness” of the city that never sleeps. The magazine includes essays and poems from the city’s most talented young writers, including Bunny Rogers, Precious Okoyomon and Meetka Otto. The works are overlayed over Emhoff’s images, shot by Luisa Opalesky.

Other guests at the event included Katerina Tannenbaum, Tina Leung, Ezra William, Julia von Boehm, Sophie Sumner, and more.

Mulberry’s flagship NYC store will offer both the men’s and women’s AW22 bag and accessory collections, along with a selection of pre-loved items from the Mulberry Exchange, the brand’s circular economy program. “We are delighted to open our new flagship store in New York, offering our full collection and pre-loved bags from the Mulberry Exchange,” says CEO Thierry Andretta. “This represents an exciting moment for Mulberry as we continue to expand our presence internationally.”

Corresponding with the store opening, Mulberry will also release the Softie’s new white colorway, along with a limited-edition Alexa in patchwork leather, created exclusively for the store at 100 Wooster.