The fashion designer’s famous bag inspired the world to say ‘no’ to plastic. Her new one takes direct action
We are sitting in Anya Hindmarch’s bright office in a converted brewery in south London and the Queen of Bags is stroking a fabric sample as if it were ermine (faux, of course). “It’s so soft, it feels like cotton,” the luxury handbag and accessories designer says. Hindmarch spent two years researching and developing this fabric, which is spun from recycled plastic bottles, for her latest sustainable fashion initiative, the “I AM a plastic bag” tote, debuting at London fashion week. “It has a real weft and weave to it. Feel it!”
And as I do, the pioneering designer, who insists she is “not an eco-warrior” yet brought us the game-changing “I’m NOT a plastic bag” tote in 2007, charts her latest “journey – I hate that word, but you know what I mean” – in sustainability. It is a journey that has seen her hanging out in recycling depots, her staff bin-diving and even partners of staff scrabbling about in skips. “Every line on my face is to do with this,” she says, pointing to herself. “This has not been normal business for us. It’s been really stressful, but we are there.”
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