Quintessential British designer, Anya Hindmarch is internationally renowned for injecting exquisitely crafted designs with a sense of humour, whether it is a smiley face embossed pouch, light up clutch or a tote in the guise of a cereal box. These coveted bags, and her uniquely British wit, have given the London based mother of five a stratospheric rise, to become one of the UK’s most creative entrepreneurs. Since launching her first range of bags fresh out of school in 1987, Anya’s stylish designs, including 2007’s iconic ‘I’m not a plastic bag’ tote, have helped her gain an MBE award, and placed her at the helm of a global luxury accessories brand, which she runs alongside her husband James Seymour, who is the company’s finance director and a fellow majority shareholder.
Who is the ultimate Anya girl?
I am a mother, wife and businesswomen and I also like to have fun, so I design with all these roles in mind. I think bags can really make a difference to how a woman feels and the ‘role’ she plays. It is such fun to see the different ways our bags are worn on celebrities, but spotting someone walking down the street is equally joyful.
If you could design a bag for anyone, past or present, who would it be?
Truly I could not pin point one person. We are very lucky to have a wonderful variety of celebrities wearing our collections. It’s always very flattering and interesting to see the different ways they wear. But if I’m very honest I am more excited by the craftsmen who help make the bags, they are magicians.
You have recently launched a menswear range, how did that come about?
Men have been coming in and buying pieces that were part of our women’s collection for some time, as well as ordering pieces from our bespoke shop, where customers are pretty much split 50-50 between the sexes, so we thought we might as well do it in a more organised way.
Your designs are renowned for their quirkiness, but also quality, how do you go about balancing the two?
Craftsmanship, personalisation and humour are three of the things we are most known for and sit at the heart of everything we do. We work with the finest skins and fabrics with the world’s best craftsman and take what we do very seriously but have such fun doing it. I think that comes through in the product. I truly think that fashion should make you smile, it can absolutely transform your mood.
Tell us about the juxtaposition of everyday brands and retro arcade games combined with luxury accessories?
The AW16 collection explores the early graphics of digital design, I was interested in combining the nostalgia of familiar computer games with impeccable craftsmanship. I am fascinated with the debates surrounding digital design as ‘art’ so have started at the beginning, with early 8-bit graphics and pioneering arcade games. We’ve explored each design using innovative leatherwork techniques such as heat-fusing and leather marquetry.
Where do you tend to find your greatest inspiration?
Anything and everything. People inspire me as well as architecture, travel and chocolate! I’m obsessed with taking something every day and transforming it using beautiful materials and craftsmanship. I love the subtle humour that’s created when it’s used in an unexpected way. Like our crisp packet clutch which in its construction truly is a piece of art, and a real labour of love.
What part of the design process do you enjoy the most?
Leatherwork with my team. I have the most wonderful team, we call ourselves the AH family. Laughter (and cake) is our lifeblood. I am obsessed by craftsmanship, the leathers we use and how things are made, craftsman are my celebrity and I have a real passion for leatherwork. Every part of the process is challenging but I wouldn’t be without it.
Tell us about how you revolutionised how accessories are shown with your hot ticket show, rather than presentation, during fashion week?
We are the first accessories brand to hold a runway show for handbags, it’s a little nuts but allows us to bring the collection to life, transporting the industry and our customers into our heads and what we’ve been thinking about for the past 3 months. We have had everything from models floating weightlessly over the catwalk, a 100 piece male choir singing the Pilgrims Chorus which was adapted for us by Stephen Brooker who writes scores for many Broadway and West End productions with models walking to a backdrop video of a journey round the M25, to most recently a giant pixalated Rubix Cube inspired set. We’re currently finalising plans for SS17, wish us luck!
What essentials do you keep in your bag?
Another bag if you can believe it. I tend to carry a few at once, I call it my Russian doll effect! I use our Maxi Featherweight Ebury, it takes me everywhere, from travelling to a day in the office. It’s also incredibly light and fits my life in it, including my Georgiana, an oversized soft leather clutch. Even if I don’t have an event in the evening, I will often use it to go to meetings when I don’t need lots of ‘stuff’. It has a giant tassel that I hang on the outside of my larger bag for a little fun but practically speaking makes it easy to find.
Tell us about how you launched your business in 1987? How did your journey begin?
When I was nineteen and living in Italy I noticed that all the stylish Florentine women were wearing a drawstring leather duffel bag. I loved its shape, style and the ease with which it was worn and it made me realise how powerful accessories can be in forming a perception of a woman.
When I returned to England, I approached Harper’s & Queen (as it was then known) about a special commission. I designed a bag for a special offer for the magazine, five hundred were sold and the Anya Hindmarch brand was born.
You have just opened your first standalone boutique in Riyadh? Is this the start of an Anya Hindmarch expansion in the Middle East?
We are delighted to be opening our first standalone store in Riyadh, it’s an incredible moment for us and hopefully one of many more to come in the region.
What are your thoughts on Middle Eastern fashion?
The Middle East has never been more exciting for fashion, long known for a love of style, there is a very sophisticated customer and appetite for luxury brands. It’s great to be a part of that growth and be able to bring our brand story to consumers in the region.
By Eliza Scarborough
