Industry Icon: Anya Hindmarch
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ON ENTREPRENEURIAL LESSONS
There is a lovely quote by Oscar Wilde: "Be yourself; everyone else is taken." I really love that. Being authentic is more important than ever these days. In an industry as fast-paced and competitive as fashion, where trends change overnight and brands often chase relevance, the most powerful thing you can do is stay true to who you are.
When I first started, I quickly learned that entrepreneurship isn’t just about having a great idea. It’s about execution, resilience, and having a deep understanding of your customers. Over the years, I’ve seen brands come and go, often because they try to be something they’re not or lose sight of what made them special in the first place. Staying connected to your values, having a clear vision, and not being afraid to take risks are key. If you are authentic, people will connect with that, and your business will have a strong foundation for long-term success.
ON RESILIENCE
Starting out, I really was learning on the job. I was getting orders from prestigious stores like Harrods and Bergdorf Goodman, which was exciting, but it also meant I had to meet strict deadlines and learn to manage the wholesale side of the business, all while working from my kitchen table. In 1993, I opened a first-floor shop in Walton Street because I couldn’t afford a ground-floor location. From that point on, the business grew quickly, but it was far from a smooth ride.
Entrepreneurship is a rollercoaster – there are exhilarating highs and frustrating lows. But I’ve found that the setbacks teach you the most. Some of my proudest achievements, like the I Am A Plastic Bag project, came from challenging times. That initiative helped lead to the introduction of charges for single-use plastic bags, resulting in a dramatic decline in their usage. It showed me that businesses have the power to drive real change.
ON SUSTAINABILITY
We always try to put sustainability at the heart of everything we do. Fashion is one of the most polluting industries, so we have a responsibility to think about the impact of what we create. Our Labelled collection, for instance, uses exclusively recycled nylon, the most durable material we could find. Our Return to Nature collection is made from pioneering leather finished with liquid silk, allowing it to compost and actually improve soil quality. It’s a bag designed never to end up in a landfill.
Another initiative I’m particularly proud of is The Universal Bag, a project we launched with global food retailers to reduce single-use plastic bags. We created a durable, recycled alternative that can be used for life. I’m told we’ve diverted over 230 tonnes of virgin plastic from landfills so far, and that number continues to grow every day. Sustainability is a journey but we are committed to making thoughtful, conscious choices because that’s what our customers expect from us.
ON CRAFTSMANSHIP
Staying true to who you are and always putting creativity at the heart of what you do is essential. I’ve always been passionate about craftsmanship. We work with an incredible factory just outside Florence, which recently celebrated its 70th anniversary. The craftspeople there are unmatched in their skill, and they are the real heroes of the story.
One example of this dedication is our Mortimer bag. It’s beautifully made both inside and out, designed to last for generations. In a world where fast fashion dominates, I strongly believe in creating pieces that are timeless and meant to be treasured. Growth is important, but not at the expense of quality and authenticity.
ON MAKING BIG DECISIONS
You never know at the time which decisions will be the pivotal ones, but looking back, the launch of I Am Not A Plastic Bag was a game-changer for us. The project caught the zeitgeist and paved the way for me to define my point of view. There’s always a temptation to follow trends or do what seems commercially viable, but I’ve found that the most impactful decisions are the ones rooted in conviction. The best businesses aren’t just about selling products; they’re about telling a story.
ON ADAPTING TO CHANGE
Change is the only constant. Over the years, there have been fundamental shifts in retail, and adapting to them has been critical. One of the biggest changes I embraced was opening a little village of six shops around Anya Café on Pont Street in 2021. It was a bold move at a time when many were questioning the future of brick-and-mortar retail, but I’ve always believed in physical spaces as part of the mix. For me, retail isn’t just about selling – it’s about creating an experience, building a community, and making people feel something when they interact with your brand. That’s what keeps them coming back.
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ON SPOTTING TRENDS
If I’ve ever had success with anything, it’s because I do things that I genuinely care about. Passion is the best guide. The "I Am Not A Plastic Bag" project resonated with people because it tapped into something much bigger than fashion – it was about a growing awareness of sustainability and individual responsibility. It’s about thinking what matters to people and trying to create something meaningful. When you care deeply about something, it tends to translate into your work and people respond to it.
ON COLLABORATION
Our business and products are all about elevating the everyday – taking something familiar and transforming it into something beautifully made and artful. We collaborate with partners who share our commitment to craftsmanship, quality and creativity. Fashion has the power to make people feel something. If we can bring a little joy to people through what we create, then that’s a job well done.
ON FORMING GOOD HABITS
I firmly believe that ‘things come of things’. If you drop a pebble in a puddle of water, you’ll see ripples. If you throw energy at something, you’ll get energy back. Momentum is everything – keep moving, keep talking, keep dreaming. Whether it’s exploring new ideas, building relationships, or taking small steps towards a goal, action creates opportunities. That’s how great things happen.
ON ADVICE TO MY YOUNGER SELF
Nothing matters that much. When you’re young, everything feels like a huge deal, but with experience, you realise that things have a way of working out. Mistakes are just part of the journey. If I could go back, I’d tell myself to stress less, enjoy the process, and trust that it will all come together in the end.
Listen to our Success Stories Podcast with Anya Hindmarch here.
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