Is supermarket shopping ever chic? Back in 2007, Anya Hindmarch – the acclaimed designer known for her playful purses, handbags and backpacks – made it possible. Her ‘I’m Not A Plastic Bag’ tote, which retailed at just £5, became the UK’s must-have accessory – and kickstarted new conversations about single-use plastics and social responsibility in fashion. In the two years that followed, the number of plastic bags given away by Sainsbury’s fell by 58%.
Anya’s particular brand of activism has always been spiked by a healthy dose of humour (2020 saw the release of a follow-up piece: ‘I Am A Plastic Bag’, which was made using recycled PET bottles). The same is true of everything she produces, from a googly-eyed clutch to her sequinned totes inspired by Heinz baked beans, and her recent book, If In Doubt, Wash Your Hair, only served to underscore the fact. Witty and honest, the book is full of pithy advice and profound observations about creativity and confidence, drawing on Anya’s experiences as a super successful businesswoman and a mother of five.
Now that those children have nearly all grown up and flown the nest, Anya’s Georgian townhouse near the Thames in Westminster – which she shares with her husband and business partner, James Seymour, as well as the occasional fledging – is as stylish and well put together as one might imagine, filled with books and beautiful clothes. “I love where I live,” she says, “because it’s not trendy. It’s classic London, with high ceilings and history.” Take a vicarious snoop through her rooms by reading her Home Comforts below – just don’t expect to be given a slap-up supper dinner: Anya only makes eggs.
