Since the early 1970s, the Mulberry brand has been the purveyor of a certain kind of nostalgic English style – the country house world of tweeds, Wellington boots and Labradors, of hunting, shooting and fishing – that was perfectly summed up in the company’s discreet mulberry tree logo.

Mulberry’s founder, Roger Saul, started out by designed leather goods such as belts and chokers for London high-end fashion stores such as Biba, and within a couple of years was meeting orders from the likes of Bloomingdale’s in New York. In the 1980s, the Mulberry planner, an upmarket version of the Filofax, became a must-have yuppy accessory.

In more recent times, Mulberry has begun to throw off what had become a rather stilted and stodgy image, and, like Burberry before it, is now finding favor with a younger, hipper crowd.

Alexa bag in Mulberry’s Spring/ Summer 2010 ad campaign

The Mulberry Alexa Bag may hark back to the capacious poacher bags with which the company originally made its name. Its warm oak color, soft buffalo leather and sturdy simple shape toot the bag firmly in the English saddlery tradition; but this is unquestionably a contemporary urban bag, albeit one with an eye on the past. There is even, for dress occasions, a fuzzy leopard-print version in pink.

Ditch those Wellingtons – this is truly an embodiment of a new English style!