Georgia Jagger stars in new Mulberry Autumn/Winter campaign in London

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New Creative Director Johnny Coca has finally arrived at Mulberry
Georgia May Jagger smoulders as the face of the Autumn/Winter campaign

Published: 02:19 EST, 13 July 2015 | Updated: 06:13 EST, 13 July 2015

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After months spent in style limbo, Mulberry's new Creative Director Johnny Coca has finally taken the reins at the high-end label, and the results are thrilling.

Starring model of the moment Georgia May Jagger, who replaced Cara Delevingne last season, the new campaign signals a fresh direction for the quintessential brand.

Having long championed nostalgic British style, the edgier new shots fuse Mulberry’s playful aesthetic with a sharper, more stylistic energy.

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After months spent in limbo, Mulberry's new Creative Director Johnny Coca has finally taken the reins, and the exciting results are evident in the new campaign starring supermodel Georgia May Jagger

The references to bygone decades are still there of course, this time in the form of a young Julie Christie who plays muse to the Seventies-inspired Autumn/Winter collection.

But this time around, Mulberry has injected something a little grittier and more sophisticated into its campaign shots.

Staged on the red-bricked streets of London's affluent Chelsea, the campaign sees Georgia Jagger posing in new season wares.

A grey tweed suit reminiscent of Chanel's signature staple is offset in one image by a black fedora hat and the iconic Bayswater bag in rich oxblood leather.

In a check-lined wool coat Georgia Jagger is seen clutching Mulberry's new leather Roxette bag. A lightweight version of Mulberry's existing Roxanne tote, the bag starts from £995 for the small version

Staged on the red-brick streets of London's Chelsea, the campaign sees Georgia Jagger posing in new season wares. Here she is seen clutching one of Mulberry's signature Bayswater bags

Another campaign images sees Georgia, who also models for Versace, Fendi and Marchesa, clutching one of Mulberry's new arrival bags, the Roxette.

A lightweight version of Mulberry's existing Roxanne bag, the Roxette is a sturdy, rectangular day bag, perfect for carrying from office to post-work drinks.

Teamed with a check-lined wool coat, the bag starts at £995 for the small version and £1,100 for the large, making it one of the pricier new additions.

In a punchier shot, Georgia is seen wearing a head-to-toe printed jumpsuit and matching scarf, which hints at the more energetic vibe new Creative Director Johnny Coca is set to bring to the brand

The new Mini Jamie bag (pictured) is yet another sign of things to come, with its 1970s heritage bucket bag shape being updated with more rock and roll chain details and croc finish leather

Georgia May Jagger is stunning in retro Mulberry campaign

In a punchier shot, Georgia is seen wearing a head-to-toe printed jumpsuit and matching scarf, hinting at the more energetic vibe Johnny Coca is set to bring to the brand.

The new mini Jamie bag is yet another sign of things to come, with its 1970s heritage bucket bag shape being updated with more rock and roll chain details and croc finish leather.

'Mulberry is proud to be British and it is important to keep this spirit of British cool alive as we continue our international growth,' says Mulberry's CEO Thierry Andretta of the new collection.

Though former Mulberry campaign face Cara Delevingne has stepped away from fronting the brand, her namesake bag is still a key feature for the new season, carried here by Georgia in oxblood leather

The model smoulders in dappled sunlight on the streets of Chelsea, showing off the sophisticated new pieces from Mulberry's latest offering

Though former Mulberry campaign face Cara Delevingne has stepped away from fronting the brand, her namesake bag is still a key feature for the new season.

Modelled by catwalk pal Georgia, the Cara rucksack is back in new prints, colours and mixed fabrics - leather even meets denim in one blue and navy version.

Though in keeping with the grown-up cool theme of the campaign, the model poses only with the deep oxblood version of the spacious back-pack.

Alongside the campaign shots Georgia also stars in a short campaign video which sees her driving along the streets of Chelsea, to the tune of Just Like Honey by British rock band The Jesus and Mary Chain

Alongside the campaign shots Georgia, also stars in a short video, which sees her driving along the streets of Chelsea in a classic car, to the tune of Just Like Honey by British rock band The Jesus and Mary Chain.

The model smoulders in dappled sunlight on the streets of one of London's most famous postcodes, showing off the sophisticated new pieces from Mulberry's latest offering.

Of her role in the new shoot, the supermodel said: 'Shooting the Mulberry campaign was great - it was so nice to be out on the streets of London!

'Chelsea is such an iconic place, I love the architecture. And of course, Mulberry is such a quintessentially British brand, so it was the perfect setting.'

Behind the scenes of Mulberry's Autumn/Winter campaign