ANYA HINDMARCH, THE DESIGNER BEHIND THE ‘I AM A PLASTIC BAG’ MOVEMENT
By: Prachi Khatri
Single use plastic waste is a huge global concern for our environment. According to online sources 90,000 plastic bottles fill up our landfill every 8.5 minutes but what is worse, it takes more than 450 years for a single plastic bottle to completely degrade. The number may sound astronomical, but we are in a plastic waste crisis.
Much like the food industry ridding the use of plastic utencils and straws, the fashion industry has been shifting with more focus on sustainable efforts and awareness. One designer who has become synonymously known as a change-maker is Britain’s Anya Hindmarch.
Hindmarch is the modest but irrepressible handbag designer and style-icon who is known around the glamour cities of the globe for her modern craftsmanship and bespoke bags, clothes and accessories. She started her business during the 1980's when she was just 18 years old.
High-quality luxury materials inspired by Italian design and crafted by expert craftsmen are commonly what define her luxury accessories. However, she often uses her platform as a designer to redefine fashion and has made headlines for positive change. Most recently her I’m A Plastic Bag collection has raised a few eyebrows.
Image Source: Anya Hindmarch website
By turning waste plastic into a tangible product, Annya Hindmarch is not only creating awareness but also promoting sustainable practices. Her powerful innovation is not only addressing the problem of plastic waste, but her exceptional designs made from reusable materials has sparked a global conversation.
Initially this campaign started with the I’m Not A Plastic Bag tote, which was designed by Anya in 2007 as part of a collaborative project with Antidote and global social change movement. The project garnered huge press coverage globally, ignited the debate around the use of plastic bags and contributed to the eventual decision to charge for plastic bags in the UK. According to the website, before the I’m Not a Plastic Bag project, the UK used 10.6 billion plastic bags. In 2010, after the project, this figure dropped to 6.1 billion.
Image Source: Anya Hindmarch website
Addressing the problem more directly, Hindmarch launched the I Am a Plastic Bag collection in 2020. The collection showcases her prowess for innovation and beautiful design and a deep commitment for environment, sustainability and philanthropy.
At a first glance it is hard to believe that each bag in the collection is made from 32 half litre recycled plastic bottles. The meticulous craftsmanship and its sophisticated appearance give no hint of plastic. I’m A Plastic Bag collection is a testament to the endless possibilities of upcycling and potential how waste can reborn into a luxury high end fashion.
Each piece is designed to be never thrown away, the core of I’m A Plastic Bag collection is her groundbreaking use of plastic waste to create a cotton fabric. Plastic waste was collected, cleaned, shredded and spun into yarn to create a canvas-feel fabric. The fabric then undergoes an extensive process of coating with recycled windscreen reinforcing commitment to reduce, recycle and reuse.
From tote to cross body bag, each piece of the collection is adorned with the iconic statement I’m A Plastic Bag, which serves as a constant reminder of the product’s sustainable origin making them fashion forward and bold statement pieces. Hindmarch continues to offer owners of her accessories the opportunity to personalize their bags with their initials. The designer encourages customers to prolong the life of their purchase. by also offering in-house repair services. Splurging on a bag that can be passed on from one generation to another is not only extraordinary but exudes the power of positive change in fashion.
Image Source: Anya Hindmarch website
I Am A Plastic Bag is a movement in fashion dedicated to sustainability and a series of initiatives to promote environmental consciousness. Through various collaborations with brands that has adopted sustainability as a business strategy, Hindmarch has garnered widespread acclaims. The collection has been featured by various prominent fashion magazines and styled by celebrities across the globe. Amongst her recognitions, Hindmarch was awarded the butterfly mark from positive luxury, the highest earned symbol for brands that have adopted sustainability.
The I Am A Plastic Bag collection represents a significant development in the fashion industry’s journey towards environmental awareness and protection. It challenges traditional notions of luxury fashion and authentically proves that fashion and environmental responsibility can coexist in harmony. By transforming plastic waste into chic and desirable accessories, Anya Hindmarch is not only reducing the amount of plastic that ends up in landfills and oceans but is also inspiring the entire industry to rethink their approach to business, design and setting new standards as we continue to evolve in the world of ethical future and what luxury fashion can achieve.