A behind-the-scenes look at the making of Mulberry's Del Rey bag reveals that the company's factory workers listen to Lana Del Rey's music while they produce her namesake tote. The singer's hit "Summertime Sadness" plays in the background of the video below, which shows artisans painstakingly sewing together the bag. But it's also what's playing in the headphones of the Mulberry employee who performs one of the bag's final checks. A bag named after a singer actually infused with one of her songs? Now that's branding. A look at the process below.