What you need to know this instant.

Happy 40th Birthday, Mulberry!

We’re huge fans of British label Mulberry. From its classically-cool bags (the Alexa, the Bayswater) to its inventive advertising (Tim Walker photographing cute animals), we can’t get enough.

So we were happy to hear that Mulberry was packing a one-two punch during New York Fashion Week. First up: Saturday’s opening of the brand’s new SoHo flagship, which not only features exclusive handbags and other accessories, but the entire ready-to-wear collection designed by creative director Emma Hill. Like everything Mulberry does, the visuals at the store are truly unique, including a massive bookshelf that conjures an old English study and cool wooden hooks to display the bags.

We were curious if Mulberry’s American customer differed at all from its British. (The label only began opening stores over here a few years ago.) "I think Mulberry girls all over the world all share the same love of a good quality; an heirloom bag that will last them a life time that they can wear again and again and can bring out season after season,” Hill told us.

Indeed. Well, after Saturday’s tea time soiree, it was time to really party. Last night Mulberry hosted a major blow-out on the rooftop of the Skyline Studios in Midtown, complete with a massive gold balloon in the shape of the Bayswater. Bartenders served up strawberry daiquiris with swirly straws while we danced to the stellar mix put together by DJs Harley Viera Newton and Andrew Bevan. There were plenty of star sightings, too, including sudden fashion darling Alexander Skarsgård (he was at last week’s Courtney Love show as well). Eric Northman does love his Mulberry bag: we’ve seen him toting it more often than not.

Later on, scenester rock band Kasabian took the stage. The performance kicked off Mulberry’s international Mixtape Tour, which will bring the brand to a bunch of different cities in celebration of its close connection to the music world. Next up? A performance by The Hurts at London Fashion week with a DJ set by Hot Chip.

All in all, it’s been a pretty incredible week of Mulberry. Want to see if the Bayswater and co. are heading to your city? Visit the Mulberry.com’s 40th Anniversary page for updates.

Keep up with the Lucky team on Twitter:

fashion week
fashion week