Dame Anya Hindmarch has established an iconic global fashion and accessory brand through the use of humor, curiosity, and authenticity. Her designs reference art and pop culture, exploring materiality and texture, and featuring neatly labeled compartments, which makes them unique and playful.
Her handbag and accessory designs are renowned for their unique approach, with pieces such as a gold metal clutch shaped like an empty chip bag and handbags mimicking the familiar packaging of favorite brands like Polo mints and Kellogg’s cereal. This playful approach is balanced by a serious social agenda, as seen in her canvas tote bag with the Magritte-inspired inscription, “I am not a plastic bag,” which ignited the campaign to reduce single-use plastic bags across the UK.
Brand Activations and Design Philosophy
Hindmarch’s brand activations are as playful as her designs, with examples including the launch of chubby hearts—oversized, inflatable hearts suspended above London landmarks—and filling London’s Banqueting House with a giant beanbag bed. Her designs often incorporate nostalgia and recognition, playing with the familiarity of beloved brands, making them instantly recognizable.
In 2021, Hindmarch published her first book, the Sunday Times bestseller If In Doubt Wash Your Hair, a collection of memories and advice with insightful titles like “Creativity Will Eat Strategy For Breakfast” and “I Would Label My Children If I Could.” This book showcases her approach to design and business, highlighting the importance of creativity and trust in one’s instincts, which she believes are essential for success.
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Lessons Learned and Brand Qualities
Hindmarch has learned that being scared is the same as being excited and that it’s essential to trust her gut and ride out the ‘creative dip’ when faced with challenges. She has also learned not to take no for an answer and to be positive in business. Hindmarch considers her brand to be personal, responsible, but with a bit of humor, which is reflected in her designs and approach to business.
She believes that design should be based on tradition and history, but also messed up and playful. Her approach to design is centered around the idea that things need meaning and need to last, and that brand equals behavior, which is a core part of her philosophy. Hindmarch’s brand is characterized by its ability to not take itself too seriously, apart from craftsmanship or creative integrity.
Sustainability and Craftsmanship
Hindmarch approaches sustainability as a core part of her brand, using her platform to communicate in a better way and trying to improve continuously. She acknowledges that perfection is the enemy of good and that it’s essential to celebrate each good step and be open about the challenges. Craftsmanship is also essential to her design philosophy, as she believes that craft IS design and that it makes all the difference in the quality of her products.
In terms of trends, Hindmarch sees a shift towards less ‘stuff’ and a greater emphasis on things that have meaning and last. Her best ideas often come from bed, sleep, time off, galleries, museums, and sometimes wine. She considers some of her most iconic designs to be the I am a Plastic Bag tote, the Crisp Packet clutch, and the Chubby Hearts installation, which have become synonymous with her brand.
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Supporting Art and Design
Hindmarch is a passionate advocate of British design and arts, serving as a trustee of the Tate and the Royal Marsden Cancer Charity. She believes that design makes things better and is a massive driver of economies and employment. Her support for art and design is core to everything she does, and she hopes to inspire others to appreciate the importance of creativity, which is essential for innovation and progress.
Receiving the damehood has been a wonderful honor for Hindmarch, and she hopes it shines a light on business, her industry, and the arts. She is still getting used to the new title, but it has had a lovely response from people, and she is grateful for the recognition, which she believes will help her to continue making a positive impact.
As for the importance of a storefront or bricks and mortar in a digital age, Hindmarch believes it is still important but needs to have a reason to visit over digital. This is why she created The Village in London, a community of neighboring stores clustered around the Anya Cafe, which has played host to experiences that include Anya’s Grotto, a partnership with the Women’s Institute, and The Ice Cream Project featuring ice creams and sorbets made with Hindmarch’s favorite cult food brands like Jaffa Cakes and Bird’s Custard.
Photographs courtesy Anya Hindmarch.
