A lot of people got to know Anya Hindmarch for the “I am not a plastic bag” bag but what’s not covered as much is her foray into Bag 2.0. Bag 2.0, like Web 2.0 gives power into the users and consumers to dictate their terms on whatever they want suiting whatever their fancies. An example is Anya’s Bespoke Ebury series, where you can actually personalize the handbag with your choice of size, leather and colour in addition to being able to include a handwritten message which will be embossed inside the bag.
While this sort of personalization is not exactly the first of its kind (there’s Levi’s, addidas, nike, etc.), what makes this special is the brand’s “designer” appeal, after all, Anya isn’t exactly for the masses (but she cleverly got that covered too with the “I am not a plastic bag” bag). Her “be a bag” series is also very unique in the sense that you can have your favourite photo on the bag as part of its design. And as part of a 3-month charity campaign, over 100 actors, models and pop stars were also enlisted to contribute photos to support venture making her the talk of the town.
What makes Anya successful I believe is her ability to collaborate and bridge exclusivity with inclusively and individuality: Bag 2.0.
