I’m Not A Plastic Bag
“We can make it cool to do the right thing – fashion gives people a platform to do that.”
Anya Hindmarch
How can a social charity affect change whilst raising awareness for the global plastic bag crisis?
In order to change behaviour, we needed to give our audience a better, more appealing alternative - not tell them what to do. We had to create something our audience covets, something that makes ditching plastic the fashionable thing to do.
32,000 designer handbags emblazoned with the statement ‘I’m Not A Plastic Bag’. They retailed at £5 each in the UK, USA and Japan and were embraced by celebrities such as Keira Knightley, Lily Allen, Erin O’Connor and Lily Cole. Vanity Fair magazine even gave them away in their Oscars Party goodie bag.
The campaign was the vanguard of the anti-single use plastic movement and 5p legislation.
In 2020 we reunited with Anya Hindmarch and the Shift to launch ‘I Am A Plastic Bag’.
‘I Am A Plastic Bag’, is a new premium tote that’s crafted in an innovative new fabric created from recycled plastic bottles and coated with recycled plastic windshields.
It took two years of testing and researching to find the best methods and partners to create the ‘I Am A Plastic Bag’ collection. The cotton-canvas-feel fabric used to make the bags is woven from a yarn created from plastic bottles. It takes 32 half litre bottles to make each large tote.
We launched the bag London Fashion Week with an installation of plastic bottles at the Anya Hindmarch flagship store.
