Anya Hindmarch Makes Supermarkets Chic For AW14

We’d never have thought that our fashion inspiration for AW14 would be Tony the Tiger, but according to Anya Hindmarch, our most beloved (and banal) household brands are all we need to carry next winter. Joining Tony on the classic Hindmarch holdall was the famous Kellogg’s cockerel, while a digestive tote looked good enough to eat, and washing powders Daz and Ariel were transformed into amazing clutch bags.

True to the supermarket experience, Anya sent her kitsch collection down a giant catwalk conveyor belt made to resemble a giant barcode, while the models pushed mini trolleys as they walked. The weekly shop has never looked so good


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By Hannah Banks-Walker


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