The Roxanne Revival: Mulberry Reclaims the Underground

When a heritage brand like Mulberry reintroduces an icon, the stage needs to match the moment. For the relaunch of the legendary Mulberry Roxanne Bag – a defining accessory of early 2000s fashion – we delivered a high-impact takeover across the London Underground.

Tapping into the cultural resurgence of noughties style, this campaign was designed to immerse millions of Londoners in Mulberry’s heritage-meets-modern narrative whilst specifically targeting London’s high-fashion districts: Bond Street, Knightsbridge, Oxford Circus, Piccadilly Circus and Tottenham Court Road.

A Full-Funnel Underground Takeover

The execution ensured the Roxanne was unmissable at every stage of the commuter journey, particularly in the districts where high-fashion meets culture. We deployed a multi format strategy to create a seamless brand presence across the network:

Digital 6-Sheets
High-frequency, strategically placed digital panels delivered sharp, eye-level storytelling throughout high footfall corridors.

Digital Ribbon Escalator Domination
Dynamic ribbon formats transformed escalators into fully immersive brand moments – capturing attention during dwell time and reinforcing recall through captivating creative.

Static LEP Escalator Takeover
Full escalator panels takeover on both sides, surrounding commuters with Mulberry’s campaign visuals from entry to platform.

Trackside 16-Sheet Billboards
Positioned directly along platforms, this format delivered bold, high impact visibility to waiting passengers ensuring repeated exposure at key pause points.

Heritage Meets Cultural Momentum

The return of the Roxanne isn’t just a product relaunch – it’s a cultural callback. By aligning with the ongoing revival of early-2000s fashion, Mulberry tapped into both nostalgia and contemporary relevance. Featuring Cynthia Erivo as a modern muse, the campaign amplified the Roxanne’s appeal to fashion forward audiences across London’s most stylish districts.

Results That Travel

With 28 million campaign impressions across one of the world’s busiest transit systems, the campaign delivered both scale and impact reaching fashion conscious audiences at multiple touchpoints throughout their day. From platform to escalator, Mulberry’s message moved with the city – reintroducing an icon to a new generation, while reminding others exactly why it mattered in the first place.