Nordstrom, By Britt Burritt
Fashion becomes a little more playful when British designer Anya Hindmarch is involved. Her runway presentations are famous for their theatrical and unexpected settings: human conveyor belts, massive domino labyrinths, realistic dollhouses, and stark geometric landscapes. She is candid, approachable, and holds the title of Commander of the Order of the British Empire for her significant impact on the fashion industry. She is known for crafting accessories that are oddly desirable. (Her “I’m Not a Plastic Bag” tote gained immense popularity in the 2000s.) She regularly creates whimsical store window displays that turn into guerrilla art in public spaces—like her Chubby Hearts over London project during London Fashion Week. And her quirky bag charms are a common sight on the totes of street-style influencers.
Now you can experience her creative process firsthand by designing your own bag through her Build a Bag line. This experience lets you choose the leather color, strap, and accessories to build a one-of-a-kind piece. Visitors to our Vancouver Pacific Centre store on Thursday, February 22, can try their hand at being an innovative bag designer—perhaps earning a medal, or at least treating themselves to a bag charm.
We talked with the unconventional Hindmarch about her career, the Build a Bag concept (including her own quirky, luxurious purse), and why humor is essential in fashion.
What inspired you to start designing handbags?
At age 19 while living in Italy, I noticed that all the stylish women in Florence carried a drawstring leather duffel bag. I admired its shape, style, and how effortlessly it was worn, which showed me the power of accessories in shaping a woman’s image. When I returned to England, I pitched a special project to Harper’s & Queen (as it was then called). I created a bag for a magazine offer; 500 units sold, and the Anya Hindmarch brand was launched!
Why did you choose to make them customizable?
Our brand has always focused on playfulness, craftsmanship, and personalization. With Build a Bag, you can experiment with the components and create something uniquely yours—with almost no waiting time! Shoppers today crave instant gratification more than ever, and I believe Build a Bag appeals to those who don’t want to look like everyone else. I value beautiful items and won’t skimp on quality. This bag uses the most expensive, full-bodied yet very soft leather. Its beauty lies in its simplicity, so it drapes well and adapts to your body. And it’s fun to personalize! That makes it yours and adds a lighthearted touch to a well-made piece. I love this playful approach paired with top-tier quality. For me, these two elements together create something greater than the sum of their parts. Build a Bag has traveled globally from New York to Tokyo, Shanghai, and Seoul—I’m thrilled and truly honored about its Canadian debut, exclusively at Nordstrom Vancouver!
Why and how does humor influence your designs?
What you wear can completely change your mood. I believe fashion should make you smile, even subtly. Playfulness, combined with beautiful craftsmanship, has been central to every collection since we started 30 years ago. A great example is how we’re seasonally inspired by everyday objects and transform them using luxurious materials in our Italian workshops.
Chubby Hearts over London, photo courtesy of @anyahindmarch.
What does your own customized bag look like?
I love the navy Build a Bag base and then adding an egg tassel, a shearling handle, and a jeweled strap to make it quirky.
How would you describe your personal style?
I usually let my bag speak for itself!
SHOP: Anya Hindmarch
