This season at the shows Anya Hindmarch and her team designed a bespoke leather envelope to hold fashion show tickets and a daily schedule, and gifted it to a small group of fashion editors and online writers. Including one to me.
This was *such* a clever idea, in so many ways: execution, marketing, PR, goodwill. Traditionally, even in this digital age, every day an editor is given a manilla envelope stuffed with the day’s tickets, with a schedule sellotaped on the outside by their team. As the day wears on, the envelope becomes increasingly tatty often, in my case, dissolving before my eyes if it rains, resulting in a shower of tickets on the pavement.
Not so chic.
Until Anya came along.
So this season, I carried this glorious leather envelope, in resplendent red, with my name blocked in gold on the top – because we all know that I scatter my possessions to the wind, and with my daily personal schedule neatly written out. (Because the official schedule is so crammed, it helps to have your edited personal version to hand.)
As a gesture of goodwill, it is incalculable: who wouldn’t love being given one of these? As a piece of design it does what good design really should do: provide a solution to a problem that hasn’t been solved before. But it is as a marketing device that this idea was peerless.
There were countless street style photographs of the key editors in New York, Milan, Paris & London, rushing between the shows, Anya Hindmarch leather envelope clutched to their frantic bosom.
These envelopes were a one off design exclusively for the fashion press by the Anya Hindmarch Bespoke team, but there are lots of wonderful organisational tools, from folios to journals, that can be personalised and adapted by them. (You can have names embossed, handwritten messages and drawings added, and leather colours changed.)
You may remember that I customised a bookmark for my mother one year for Mothering Sunday, care of the Anya Hindmarch Bespoke team.)