Anya Hindmarch’s London Stores Filled With Plastic Bottles to Raise Awareness

Rather than hosting an event during London Fashion Week for the launch of the I Am A Plastic Bag collection, Anya Hindmarch has filled her stores in London with a total of roughly 90,000 plastic bottles instead.

Comprised of totes of varying sizes and a Girlie Stuff, the I Am A Plastic Bag collection is designed to last so that it can be cherished forever. Made of fabric derived from half-litre recycled plastic bottles and coated with recycled vehicle windscreens, the bags divert waste materials destined for the landfill.

“There are 8 billion tonnes of plastic on the planet but when you throw a piece away, there is no away,” said Hindmarch. “In a small step towards reusing what we already have, we’ve created the I Am A Plastic Bag collection.”