Campaign to launch Anya Hindmarch’s ‘I AM A Plastic Bag’ project. Each bag is made from an innovative fabric created from 32 half litre recycled plastic bottles.

Instead of doing a big launch event for London Fashion Week, they decided to close their London stores for three days and fill them with used plastic bottles as a showcase to connect people to the enormity of the problem of single use plastic going into landfill. It took over 90,000 plastic bottles to fill the stores, which were collected by Anya Hindmarch employees from their local communities. This is how many plastic bottles go into landfill every 8.5 minutes.

Art Direction / Matt Booth

Still Life Photography / Aleks Belov 

MODEL CAMPAIGN

Styling / Natalie Wansbrough-Jones

Stylist Assistant / Conor Bond 

Models / Caterina Ravaglia and Anna K