Luxury brands often carry a certain seriousness. Usually steeped in history, tradition, and elegance, premier items in the fashion world are rarely modeled with a smiling face. Yet, Mulberry is here to change that. With its latest release, the British lifestyle brand has taken a name, Stevie, and used it as a symbol of shared identity among strangers.

New York photographer Stevie Dance designed and photographed both the Stevie Bag and its accompanying campaign. Throughout the series of pictures, all shot in New York City, various people appear wearing the bag, and yes, all the people are named Stevie.

The bag follows a signature silhouette, with new fabrications and details that adapt the Stevie for a modern wearer. Sporting the iconic Postman’s Lock in gold, silver, and black, the bag comes in various colors and wax finishes as well, including a gray snakeskin.

Dance’s campaign highlights something central to what a ‘lifestyle’ brand is. Mulberry is not only selling a bag, but it is also selling a playful approach to your day-to-day life. Smile, and realize that the people you are walking past may have something in common with you. And let that be a conversation starter, because who knows, maybe you even share a name.