Branding: Design choice - Anya Hindmarch Sainsbury's bag

So, we won't wear an Oxfam T-shirt, but when it comes from Red, courtesy of Gap, we're more than happy to become charity fashionistas.

Taking a leaf out of the Red book, Anya Hindmarch, Antidote and global social-change movement We Are What We Do have created a street-chic, eco-alternative to the ubiquitous and environmentally troublesome carrier bag for Sainsbury's.

The genius here is that this collaboration lies right up the respective streets of Hindmarch and her fans. This isn't like asking a fashion designer to style a radio or mobile phone; this is like asking us to buy a bag we'd be buying anyway. In fact, it is cleverer still: it is also like buying a bag that Anya Hindmarch would have created anyway. She has already won plaudits for her 'Be a Bag' bags, on which the photo of your choice could be printed. Celebrities were delighted to donate pictures for the launch, especially with proceeds going to charity, and the success of this bag looks similarly assured.

The bag itself is in the same anarchic vein that has made Hindmarch's name; it is, like all her signature bags, big and bold. Better still, it is far-removed from Sainsbury's recent collaborations with so-called 'artists' and 'designers', which simply had no relevance to bags at all.

Design: Anya Hindmarch.

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