Anya Hindmarch, even though she has long been recognized as Britain’s most famous handbag designer, and in 2006 and 2007, twice elected “Glamour” magazine’s Designer of the Year title in 2007, then won the British Fashion Awards Designer of the Year awarded by Brand title, but in the “I’m not a plastic bag” imitation flying the streets, before her name, in the eyes of most Chinese people is still completely unknown. However, the year 2007 alone, she with a price of £ 5 canvas bag on a global scale has become a household name, and making environmental protection has become the most fashionable way of life. In May of this year, Anya Hindmarch’s shop opened in Beijing and Shanghai, Hindmarch I also took the design of the new season came to China. May 14, “Bund” in Shanghai had an exclusive interview with her.
In the distant past, when we had never been seen that the earth is flat, so-called “green fashion” It seems a totally illusory words, so-called ethical fashion trend, it means that wearing a small round hat hand-woven in Peru against the construction of Niu Boli overpass leading to air pollution, as well as at least one blow to the indigenous Zhang Yulin album.
But that was before the fame in the Anya Hindmarch things.
In her design of the “I’m not a plastic bag” after everything has changed. Last year, in April, the price of £ 5 canvas bag began in London, Sainsbury ‘department store sales, just a few short hours, 20000 packets have been sold out.
Hindmarch can get such a big success, in fact, not surprising. She comes from a very enterprising family, her father Michael founded the plastics Plantpak, brother William is extremely successful in opening a named Best of Best of the large-scale advanced car auction house. Hindmarch is a handbag lover since childhood, or young girl, she would try to produce paper bags. After graduating from high school, she spend a year traveling in Europe, but also went to the home of the Italian bag. In Florence, she found a bag may be small-batch production factories, so immediately one of their own design to manufacturing, and the finished product to the “Harpers Bazaar” magazine. At that time the magazine has a special project, specifically the works of young designers recommend and sell to the readers. The first one Hindmarch handbag popular in just a net profit of £ 7000 within a month. This prompted her determination to give up their university career, at the age of 18 when he created his own brand of handbags.
Initially, she only sell their own designs in various shopping malls and boutiques. Joseph Ettedgui, she was one of the earliest customers so far remember her early years, “one person, minutes played many roles - designers, salesmen, packing workers” when the scenarios. Until the receipt of a large department store Henri Bendel in New York an amount of 20,000 U.S. dollars of orders, the business be considered with the improvement. “I was totally did not know what to do to use the money out.” She said, “It was a hard times.”
In 1993, she Walton Street, opened its first store. Owing to budgetary constraints, this store opened on the second floor. Many celebrities and models began to patronize here, and even Princess Diana has also door visits. Everyone knows that, Anya Hindmarch’s accessories beautiful, Hao Da, fashionable and just right and will not be fashionable to scare the people. By 2001, she launched the famous Be A Bag (customers can choose any of their own pictures printed on special canvas bag, each one is isolated product), her handbag has become a trendy West End, covering all the girl’s will Preparation of a single product.
“Anya, where clients learn from her experience,” “The Guardian” of the fashion editor Jess Cartner-Morley said, “She looks thorough understanding of our life: her handbag is equipped with the size and number inside the bag is always just right , so you do not look for the old in looking through; and even a bag stuffed with something, it is still very secure on your shoulder, will not let you feel unwell - the number of expensive handbags are can not do this ah; they are suitable for any occasion - enough to make you beautiful, high enough, even the snobbery of the staff did not dare to look down upon you, at the same time not too fancy, so that when you mention it to the child’s birthday party when the , not help feel like an idiot. ”
Interestingly, however, is that, even though many of London’s fashion editors are now with Anya Hindmarch’s handbag selection at various occasions, but Hindmarch himself said that she did not want to launch It bag. “I hate this concept, I have nothing to do with this brand.” She said, “but, of course, on a quarterly basis can not missing a key recommendation.”