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July 26 2014

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Anya Hindmarch Heads to the Market

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Is that Anya Hindmarch riffling through our kitchen cupboards again? That’s what it felt like at her wildly entertaining Fall ’14 show yesterday. As soon as the crowd took their seats, there were cues to what was coming—namely a bunch of fit male models in ballet shoes. We were then told by PR not to step on the holes in the floor…the plot thickens.

Sure enough, to the tune of a joyous, happy soundtrack, the bags marched out. The first boasted a portrait of Tony the Tiger from the Frosted Flakes box, followed by Cocoa Puffs, The Kellogg’s rooster, and Daz (basically the U.K. version of Tide detergent).

All of this was presented by models on a conveyer belt pushing shopping trolleys. And those trolleys kept getting fuller with handbag goodies: a clutch in a tubular shape of Digestive biscuits, then clutches in colors of the English chocolate Quality Street, with its distinctive, jewel-toned foil wrappers, then the Swan matches every English household has for lighting fireplaces or gas stoves. We’ll never look at a mundane shopping trip the same way again.

Colorfully striped clutches with oversize tassels followed, which balanced the whole look off nicely. Also on offer were scarves, new to the brand, which were printed with smiley faces.

Then it was showtime: The male models suddenly shifted into dance, toeing the line between the floor and the (still moving) conveyor belt against the strains of Judy Garland’s “Get Happy.” Holes in the wall suddenly had trumpets and basses thrust through them—body-less, though, as the “musicians” were on the other side. The final touch? At the last moment, hands…jazz hands popped through the holes in the floor, causing this writer to jump out of her seat. The audience was filled with grins—Anya Hindmarch helped the fash pack find its funny bone. And she created some of the most covetable bags of the season in the process. Relive Hindmarch’s elaborate runway production with the exclusive debut of her Fall ’14 video, above.

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