Anya Hindmarch’s latest creation. A must-have accessory already spotted on the shoulders of the world’s celebrities and fashionistas.
I don’t know how innocent her design initially was. Did she really anticipate that it would become such a big thing? A canvas-bag to carry groceries in is about to change the world!!!

When first produced, it straight away became such a beloved piece of kit that it ended up as the official goodie-bag at the 2007 Vanity Fair Oscars-party. Can you get much higher??? I reckon the bag made it to the very top on its’ first official engagement.

And it is nothing fancy. There is no leather, no buckles, no quirky details, pockets, zips or straps. It is simply a cotton-bag with a ropey handle with the printed statement that ‘I’m not a plastic bag’. Quite clearly.

Apparently it will be sold in Sainsbury’s by next month but of course I couldn’t wait that long. I also liked the idea of buying from the designer-shop itself rather than with my weekly food-shop (despite loosing out on loyalty points…) so ended up calling the Hindmarch-HQ in London. The polite sales-assistant informed me that it will not be available for sale until the 20th March, in the shops as well as on the website.

Today is the 19th of March and I decided, well… not to do a trip to the shop in London, but to check the site in case they were released early. I felt quite excited and a bit cheeky thinking I was being ahead of the game. Little did I realise that I was way, way too late. I felt totally cheated on when the message that all ‘webstock is sold out’ came flashing up on the screen.

Feeling slightly deflated and a bit upset I will now have to make the decision whether to spend £200 on the same £5-bag on e-bay or simply camp outside the doors of Sainsbury’s in a few weeks’ time. Taking into account that my weekly household budget is much less than £200 and I have two children to feed, I will have to set camp outside Sainsbury’s.

Well done, Anya! Let’s hope your bag has the desired impact on the environment as you hoped and that all the lucky bag-owning celebrities really do use it when going for their weekly food-shop. Or do they eat? Never have I seen a paparazzi-snapshot of Posh coming out of Sainsbury’s with her nappies, toilet-paper and bacon.

And if there are any spare ones going, think of me. x

Written by Malin Hosie