Target Practice
Anya Hindmarch has paired up with US retail giant Target to launch a handbag collection, and prices start from an incredible £11.50. Available in the UK via her website from 8-14 October, these will be as popular as her £5 I Am Not A Plastic Bag eco-line, which sold out in an hour in Sainsburys last year. The cotton totes, produced by Hindmarch as an alternative to plastic bags, became must-have items due to their exclusivity. Shoppers queued from 5.30am. On eBay they changed hands for up to £160.
The Anya Hindmarch for Target range is set to go the same way. The seven-strong range looks expensive due to linear design and subtle hardware, but cost is kept to a minimum by using faux patent leather. Clever thinking as you’d be hard pressed to tell the difference between PVC and patent leather unless you pressed your nose to it and gave it a feel.
All the bags are under £30, and the timing couldn’t have been better. Designer diffusion lines are the future of budget shopping for the style-savvy, and Hindmarch knows that by keeping availability limited and affordable, she’ll have mass market appeal yet remain exclusive.
Image Credit: anyahindmarch.com.
Anya Hindmarch for Target (Look 3)
