She was awarded this week ‘Accessory Designer of the Year’ at the British Fashion Awards. Her business of walking the line between quirky and classic designs certainly works. Luxury bags that are personal, emphasise individuality and really give something to talk about.

Image: Anya Hindmarch‘s AW14 ready-to -wear collection

She was awarded this week ‘Accessory Designer of the Year’ at the British Fashion Awards. Her business of walking the line between quirky and classic designs certainly works. Luxury bags that are personal, emphasise individuality and really give something to talk about.

Her story? At age 18, she travelled to Italy where she found a vintage bag she though any woman would want to have. She sent the item to Harpers & Queen, who featured it in an issue, and orders started to pour in. Then came the business.

Whether she new it or not, she had just come across the great dichotomy of the fashion world. There are two entirely different types of consumer luxury: those who crave being part of the exclusive crowd, with logos being the key to this; and those who aren’t looking to be part of any ‘club’; on the contrary, they want to emphasise their individuality. If we go back in time, this is actually why people bought luxury products in the first place!

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Image: Anya Hindmarch‘s AW14-15 ready-to -wear collection

Anya Hindmarch has gotten it right. “Luxury is more about a good story than a label”, she mentioned to The Telegraph. There is a growing demand of personal, unique items. It’s not about the designer, but the product, and the story it tells. They want their luxury items to talk about them, not the brand.

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Image: Anya Hindmarch‘s AW14-15 ready-to -wear collection

In her latest collections, everyday consumer logos are put in the spotlight,  custard cream aluminum boxes are turned into vintage clutches and schoolgirl style makes a comeback.

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Image: Anya Hindmarch‘s AW14-15 ready-to -wear collection

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Image: Anya Hindmarch‘s AW14-15 ready-to -wear collection

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Image: Anya Hindmarch‘s SS15 ready-to -wear collection

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Image: Anya Hindmarch‘s AW14-15 ready-to -wear collection

 

Her accessories will certainly hit the wish lists this christmas. Happy shopping!