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Anya Hindmarch Fall 2014

Hindmarch worked her signature styles with humble branding.

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A supermarket dash is rarely, if ever, a glamorous affair, but Anya Hindmarch was out to change that with her fall collection. The designer put her handbags on the Broadway stage with a show that featured models wheeling grocery carts, male dancers and a soundtrack ringing with toe-tapping show tunes.

Hindmarch worked her signature styles with humble branding: Tony the Tiger smiling on her elegant Ebury bag; a series of cylindrical clutches shaped like cookie packages, and evening bags emblazoned with the Ariel washing powder logo. “I love the idea of treating FMCG [fast-moving consumer goods] in a precious way, and I wanted to chose the most iconic, graphic branding beloved in Britain,” said Hindmarch. The bags — in calf’s leather, python and snakeskin — were made with an intarsia technique in which the leather was inlaid and then seamlessly joined.

Hindmarch also launched her first scarf collection for fall. The styles come in shades of Coco Pops, Corn Flakes and Frosted Flakes.

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