London’s Bag Lady

Since starting her company aged 19, Anya Hindmarch, now 43, has become one of the most successful British accessories designers, heading a much loved brand with 54 shops around the world and a celebrity following that includes Madonna, Scarlett Johansson, Angelina Jolie, Keira Knightley and Sienna Miller. Oh...And also Margaret Thatcher- admittedly not a style icon but it goes to show the wide appeal of her bags! Anya’s “Be a Bag” collection, featuring personal photos of customers, has become one of the most copied style ever, while her “Not a Plastic Bag” canvas tote started a global eco-trend. She also designed the Vanity Fair Oscars bags in 2006 and became in 2009 a member of the Order of the British Empire in recognition of her contribution to the British industry. Here, the English designer, who lives in West London with her husband and five kids, talks to Frédérique Andréani about style. How would you describe your brand in a few words? It is very British, with a sense of humour and a lot of personalisation. We started a bespoke collection in 2009 that reflects this sense of individuality, but even in the larger collections, our bags always feel very personal. The brand is really about connecting with what women want, therefore our bags are luxurious, but also light-hearted and practical. What is your clientele’s profile? It ranges from 16 to 70, although the majority are women in their 30s and 40s. Like me, they tend to be busy so want accessories that work and the brand reflects this need -for example travel bags have pockets to put receipts and different currencies. We never courted celebrities but we do have quite a following amongst them, which is exciting. What makes a good bag? Ultimately, fashion should be about making you confident, so a good bag should not overshadow your personality but complement it. Our customers love fashion, but they are also intelligent, savvy women who want beautifully made pieces that will last: a bag should be worn for 20 years, not just for a season. Why did you decide to start your business? Even as a teenager, I was absolutely passionate about accessories, so I just had to do it. Besides, I was terribly impatient in the classroom, so would probably have been quite unemployable! Business is in my blood too: my father started his company when he was 18, and both my brother and sister have their own businesses. When we meet at Christmas, it feels like a board meeting! What is your favourite tip when it comes to style? Just be yourself. The most important thing is to feel comfortable in what you are wearing. For me, being a slave to fashion is really un-cool and actually the least fashionable thing one can do. Clothes and accessories have the ability to alter your mood, so good ones should make you feel great about yourself. www.anyahindmarch.com / With thanks to www.chiclondres.com