Anya Hindmarch is fashion’s doyenne of riffing on the parochial and finding humour in the mundane – if she isn’t being inspired by mobile phone emoticons, or schoolgirl graffiti, then it is cereal packets and milk cartons, remember those Frosties packet handbags she showed this time last year
Anya’s latest theme is traffic – the collection was entitled ‘Diversion’ – and so her handbags, and this time a debut collection of clothing, riffed on the signage that marks our roads and motorways.
The show opened with chevron striped, funnel-neck tops and dresses stamped with slogans: ‘Soft Verge’, ‘Free Delivery’. Although the clothes could be considered the accessories to the main event: the bags.
Cue leather box clutches stamped with ‘No U turn’ signs and ‘slowdown’. Dove grey bucket bags swinging with green scratch and sniff Magic Tree charms and Little Chef signage, and tote bags stamped with digging men road works signs.
The show came to a close with the catwalk being flanked by the London Gay Men’s Chorus, singing their hearts out dressed as motorway workers in orange high-vis.
“There is something about being on the M25 with a clear road and combination of lights, reflective surfaces,” said Anya in the show notes, “I love the iconic graphic signage with its purity and efficiency of message.”