Anya Hindmarch is not simply a fashion designer. She’s an author, innovator, tastemaker, ambassador, trustee, Dame, mother, and CEO – and someone who channels her full energy into anything and everything she’s passionate about. “I am a great believer in doing things to make things happen,” says Hindmarch – and, although it’s a simple statement, the amount of ‘things’ she dedicates her time to must mean she’s extremely good at spinning multiple plates.
Well versed in the world of high-end fashion – and what it takes to navigate a business through recessions, a pandemic, marriage, motherhood and more – Hindmarch launched her eponymous brand in 1987 and has since become a British household name, so much so that she was awarded a Damehood at King Charles’ Birthday Honours in 2024. She started designing at the age of 19, inspired by designs she spotted during her year abroad in Florence, and returned home to Hackney to sell leather goods from her kitchen table.
The concept has transformed and evolved into a brand that now spans multiple stores in London, a New York flagship, and the Village: a literal London neighbourhood on Chelsea’s Pont Street that’s home to a series of dynamic concept stores, such as the Ice Cream Project and Anya’s Grotto, alongside homeware boutique Anya Life, Anya Cafe, the Bespoke Shop, and the Labelled Shop. Themes across the Village constantly evolve, with the current concept being Air Anya, which showcases a travel collection inspired by vintage luggage and playing on aeronautical insignia.
Through every iteration, concept or idea, Hindmarch remains at the beating heart of her eponymous brand and, unlike many fashion brands, Hindmarch ensured from the outset that hers had a conscience. In 2001, the brand launched the Be A Bag collection, offering personalised bags in support of a breast cancer awareness group. Six years later, Hindmarch launched one of her proudest projects to date: a limited-edition tote bag printed with the words ‘I’m Not A Plastic bag’, which sold 80,000 units on the day of launch and garnered huge attention in both the media and fashion circles – and ultimately led to the government decision to charge for plastic bags.
Many of Hindmarch’s other designs are instantly recognisable because of her signature playful perspective. Take, for example, the Eyes Edit, which sees googly eyes emblazoned on Hindmarch’s signature leather goods, as well as the best-selling collection, Anya Brands. Turning recognisable food and drink logos, from Heinz ketchup to Cornflakes, into imaginative wearable art, these vibrant wallets, bags, pencil cases and key charms have become synonymous with the brand, reflecting Hindmarch’s ambition to elevate the everyday.
If you didn’t already get the gist, Anya Hindmarch isn’t one to rest on her laurels. Here, she talks why she’s serious about Saturdays, being part of a transition generation and how she grew her business to a global brand.
I wanted to be an opera singer! I used to sing a lot in school, I love it but could never have been good enough to be a professional. I come from a very entrepreneurial family – my father started his own business when he was young, so I think starting something of my own was in my DNA.
I knew I wanted to have a shop, and I wanted to sell leather goods but had no real clear vision as to what that meant. My mother gave me a handbag when I was 16, it was one of her old ones. I remember how it made me feel, and how much I loved the craftsmanship and the way it was made. I went to Florence after I left school to understand the world of handmade leather goods. Later, I started out by making bags there and selling them back home. I never had any official training, but I worked very closely with the craftsmen. After that, we started our own production in England, as well as opening our first shop, then more shops before finally going into wholesale. The business grew and grew in a natural way.
Starting out, I really was learning on the job. I was getting orders in from stores like Harrods and Bergdorf Goodman and I realised I had to have collections ready by certain dates and got into managing the wholesale business, all while working from my kitchen table. In 1993, I opened a first-floor shop (I couldn’t afford the ground floor!) in Walton Street and from that point on the business grew pretty quickly. So many challenges, mistakes, learnings but then that has got the business to where it is now.
Anya Brands is all about elevating the everyday – it’s about taking favourite household names and elevating them into artful accessories. I am very aware that fashion does not save lives, but I know how it can make people feel. Anya Brands is really about joy and nostalgia.
There really is no average day, it’s one of the reasons I love the job.
Honestly, I love what I do. I get to work with a hugely talented group of people – my work family, the craftspeople – and I am always creatively inspired by the next thing I am doing.
I am proud of the I Am Not A Plastic Bag project – it was a game changer for us and a lightbulb moment for so many. That project led to the eventual charge on single use plastic bags in supermarkets and a huge decline in demand. Fashion with purpose is what really interests me.
I’ve had to make some tough decisions at times, both personally and professionally, but I try to never lose kindness and empathy. It is remembering this that has helped me build the business into what it is today.
Saturday is my day, hanging out with friends, long lunches, and seeing the kids. Maybe an exhibition or a show. I use Sunday evenings to gear up for the week ahead, I am a big planner and love to feel organised but am also strict about holidays. Time off needs to be just that.
I spend weekends at our little place in the country – it’s a real balm.
My mother – always elegant and graceful.
Empathy, compassion, kindness, vision – and bravery!
Hugely. I think I am part of the transition generation – women are trying to live up to their mothers’ examples despite working as hard as our fathers did. I hope the workplace is more welcoming to women in leadership positions now.
Yes, it’s hugely different but in an entirely positive way. We need to think differently to attract, develop and retain great people.
Don’t worry so much. Enjoy the ride.
Things come of things. If you drop a pebble in a puddle of water, you will get ripples. If you throw energy at things, you will get energy back. Keep moving, keep talking, keep dreaming. It all puts out energy that will come back to you.
Visit anyahindmarch.com
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