I Am A Plastic Bag Campaign

As a follow-up to 2008’s ‘I am NOT a Plastic Bag’, in AW20 Anya Hindmarch’s launched ‘I AM A Plastic Bag’. Each bag is made from an innovative new cotton canvas-feel fabric that’s created from 32 half litre recycled plastic bottles. Instead of doing a big launch event for London Fashion Week, we decided to close our London stores for three days and fill them with used plastic bottles as a showcase to connect people to the enormity of the problem of single use plastic going into landfill. It took over 90,000 plastic bottles to fill the stores, which were collected by Anya Hindmarch employees from their local communities. This is how many plastic bottles go into landfill every 8.5 minutes. I was involved in this project from concept stage through to art direction, branding and identity and content creation (photography and film). Model Shoot Photographer : Ian Dickens Stylist : Natalie Wansbrough-Jones Hair and Make-up: Terri Capon Concept/Set/Art Direction: Matt Booth Still Life Shoot Photographer : Aleks Belov Concept/Art Direction/styling: Matt Booth