On Wednesday I was lucky enough to attend the Anya Hindmarch AW15 press preview at their flagship store on Bond street. I love to get up close and personal with a brand and its products, so press events and preview days are always such a delight!
Anya Hindmarch has firmly established herself as a national treasure and with her latest Diversion collection, it’s not too difficult to see why. Anya has well and truly encapsulated the need to bring personality face to face with tradition. No longer are our luxury handbags and totes mute and monochromatic. No longer is there the overwhelming stigma of exclusivity, of rigidness, of ‘look but don’t touch’. Now, thanks to Anya, luxury can be fun, personal, and a little bit cheeky. The Diversion collection turns an old way of thinking completely on its head with quirky nods to pop culture and british institutions such as custard cream clutch bags and kit kat totes, ‘no phones allowed’ defaced mink coats and purses inspired by crushed crisp packets! The hyper insertion of playful personality however, does not compromise the quality or the craftmanship of the products nor the brand, which is something you tend to see often with designers who try to appeal to a younger audience (think Donna Karens’ DKNY for example). I think this is an awesome and exciting direction for fashion as a whole – To shed some of the pretentiousness that is often associated with the industry and just have a bit more fun!
Special thank you to Rachel and Denise for having me and guiding me seamlessly through the collection. Check out some of my fave items below:
You can watch the full AW15 runway show HERE