Anya Hindmarch has always been one to break boundaries and set her own standards. In 2007, she launched a groundbreaking campaign against zero-waste plastics, the now famous phrase plastered across her distinct and sustainable totes: ‘I’m Not A Plastic Bag’. Since launching her brand when she was just 18 in 1987, it has expanded with over 15 stores across the globe. In 2022, Hindmarch is known for her cheeky slogans and immaculately crafted leather bags and accessories. Her brand’s sustainable focus has also not gone unnoticed – the designer is dedicated to using recycled materials wherever she can, while also creating a Return To Nature collection involving fully traceable tanneries and bags that are fully biodegradable.
We spoke to the designer about how balancing her about her self-care rituals and the advice she would give to entrepreneurs just starting out.
You launched your brand at just 18 years old with no prior fashion experience. Was that the biggest risk you have ever taken? If not, what was?
In a funny way, when you are young, nothing feels that risky which is why starting a business young is a good idea. I think the biggest risk feels like every new collection you launch. Having your own business feels exciting and risky every day. You have to learn that this is normal!
Riffing off her 2007 campaign 'I'm Not A Plastic Bag', Anya Hindmarch created her 'I Am A Plastic Bag', with each bag made from 32 half litre recycled plastic bottles
What advice would you give to a young designer or entrepreneur starting out as you did when you were 18?
Just start. And expect to change your concept 360 degrees as needed to respond to what you learn from the customers. Most businesses start off as something completely different to what they end up as.
You are a mother of five. Beyond just balancing your career and family, how do you truly thrive in both?
I am not sure you ever thrive at both at any moment. It all feels a bit like a juggle and mostly feels a bit out of control. But there are moments when it is all in sync which feels good! It is fun though and if you accept that imperfect is perfect then you will be ok!
Your ‘I’m Not A Plastic Bag’ project in 2007 and ‘I’m A Plastic Bag’ 2020 were revolutionary in shining a light on single use plastics. What sustainable practices does Anya Hindmarch keep in place today?
Thank you. We try to do everything we can from using recycled materials wherever possible and looking at the way we work and with whom and the carbon footprint we create and trying to make collections that have end of life designed into them, packaging and people and so on and so forth… But it is important to know that it is hard/impossible to be perfect so my advice is just start chipping away at what you can wherever you can and you will be amazed how much you can do quite quickly. Also I think that fashion can contribute to the cause by being vocal as it is such an influential industry so that is also important.
You authored a book titled ‘If in doubt, wash your hair’. What are some other rituals you do to feel good about yourself?
Sleep is everything. So being sensible and refusing some invitations to allow time for yourself, which is the hardest but most important thing. And space to think. w/e’s with some time to myself and trips or w/e’s away are very important to recharging my creativity.
The cover of Anya Hindmarch's book, "If In Doubt, Wash Your Hair"
How do you work to empower other women?
I hope I lead by example. I think female role models are key. I was brought up with my mother managing the home and my father being the worker. Sometimes I struggle with feeling that I am not living up to my mother’s amazing example of a homemaker. But I can’t be as amazing as my mother is whilst working as hard as my father did. Something has to give. I think also encouraging women and backing them and their ideas and mentoring where possible. One confident woman leads to 3 more and so on and so on. It is happening fast now. I get a kick out of being the only woman in a meeting but it is less and less common now which is great and right.
What’s the secret to being a great leader?
Being kind, fair, honest and POSITIVE.
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Editor
Carina Fischer
