Mulberry #24 is a rich autumnal shade that can look quite scary in the pan - it appears to be a deep berry wine colour. I actually prefer this shade to Dark Sable from Burberry's Autumn Winter 2012 collection.
As a side note, I found it quite cheeky for Burberry to name the colour Mulberry - it's very obviously mulberry fruit coloured but it just happens to be the name of another British brand.
Unlike Dark Sable, Mulberry has a shimer finish, which seems to help soften the colour. The below photo was taken under direct sun, so the shimmer particles are much more obvious than usual.
When swatched, Mulberry doesn't look as red as expected - on me it actually looks like a half & half of brown and burgundy (on other skintones the burgundy might show through more). I like to wear Mulberry as a soft sheer wash all over the lid with smudged brown pencil liner - it looks very good on brown eyes.
I really like the effect of layering Mulberry on top of Dark Sable (which I'm told, is what was used in the ad visual on Cara Delvingne).
I really like Burberry's aesthetic of buildable sheer neutrals for the eyes - it's natural & elegant - my personal preference for makeup.
Dark Sable and Mulberry were my first Burberry eyeshadow purchases and no doubt more will find their way into my collection soon.