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First look: Anya Hindmarch's AW14 campaign

First look: Anya Hindmarch's AW14 campaign

Based on daily consumerism


Image: Anya Hindmarch

Inspired by Dutch Masters' paintings, Anya Hindmarch's latest accessories campaign sees a play on bags of day-to-day shopping

British accessories designer and friend of the BFC Anya Hindmarch's Autumn/Winter 14 campaign sees the designer's handbags and accessories – which this season are stitched with kitsch images of Kellogg's character Tony the Tiger and Ship Matches branding – in a chic still life arrangement.

However instead of goblet glasses and overflowing bowls of fruit, the bags are surrounded by everyday household items such as bottles of bleach, a box of eggs, tin cans and a pile of sugar cubes, referencing Hindmarch's play on consumer culture in the collection.

The campaign was created together with London creative agency David James Associates, with which the designer is working for a second season, and was shot by Julia Hetta and styled by Hannes Hetta – again, both names well acquainted with the brand.

"With the help of DJA, the campaign captures the spirit and movement of the AW14 show. And in an artful and considered way, the humour behind the collection." said Hindmarch, speaking of the which featured models carrying the bags on a moving, conveyor belt-style runway, and ended with a troupe of male dancers performing to show tunes.

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