Anya Hindmarch's recent "I'm Not A Plastic Bag" launch fits right in with this eco-friendly environmental revolution. (I wish I would have seen an Anya Hindmarch booth at The Green Living Show).
The grocery bag was created in association with the social-change movement We are What We Do to raise awareness on the excessive usage of plastic bags and in effect reduce its usage.
The limited-edition bag, which retailed at 5 pounds, ended up selling out. The press, as well as many celebrities went into frenzy when it launched.
Easy Living magazine said that, "every stylish, environmentally aware shopper should invest in." See more press reviews: Lite, Financial Times, Evening Standard
It is great that the bag was created as a green imitative but it quickly became the trend of the moment. I guess that whether or not it became an "it" item is irrelevant as it sold out, raised a substantial amount of money that went direct to the organization and brought awareness to the issue.
I think it is great that Sainsbury’s (one of the U.K.'s leading grocers) launched the bag in 450 stores this past week, this shows that the high fashion trend is trickling down into the main stream.
The bag will launch in the US in June (in a limited edition navy blue) and in Japan in July (in a limited edition bottle green). Available to pre-order in May at anyahindmarch.com.