Teacup rides, stickers and bubblegum bags... see inside Anya Hindmarch's LFW presentation.
Anya Hindmarch literally sent London Fashion Week into a spin this week, as her rotating runway saw editors whirled around to get 360 degree views of her covetable new accessories collection.
Set on a glowing neon teacup ride, every bag in the range was inspired by good clean girly fun – think ‘pencil cases’ that look like classic yellow Staedtlers (with pink rubber ends, to boot) Bazooka gum wrapper clutches and the chicest back-to-school bags we’ve ever seen; all completely covered in stick on smileys, symbols and speech bubbles.
‘These are not your average stickers, they’re so exquisitely made,’ Anya told us of the mini leather patches that were stuck all over, well, everything, post-show. So these are supple leather rainbows and beautifully crafted emojis – collect ‘em all treats, but for grown-ups. ‘We’re going to do pop-up sticker shops. You’ll be able to buy a bunch to put all over your handbags, diaries… everything.’
Models emerged in pairs like playground pals as the show began, before the set took off and the funfair got started (see the video below).
‘Yes, we really moved the audience,’ Anya laughed after the show. ‘It was this idea, if you’re that age where you’re collecting stickers and you’re slightly in love, you might go to the fairground. I was thinking about being on Teacups and Waltzer rides and I thought it would be so funny if I could make the fashion crowd go into Waltzers.’
‘We worked up more of elements, like the music, from there. I wanted it to reflect the transitions that you hear as you walk through an arcade, where you catch two bits of music at the same time coming from different attractions.‘
‘I never have any problem coming up with new ideas, I have too many,’ she said of the challenge to keep raising the barre with her presentations each season. ‘It’s so much fun when you have that sort of mind that spits things out. I really just try to convey what’s going on inside my head.’
What do you think of Anya’s SS15 collection? Tell us on Twitter @marieclaireuk.