In a recent seminar at University, we were allocated a brand, mine which was Anya Hindmarsh, along with an item, mine being a handbag, and then we had to research into them and create a series of moodboards on Pinterest showing different images which represented corresponding themes to do with the target consumer, so what would the girl wearing an Anya Hindmarsh bag look like? Where would she go on holiday and what type of makeup does she wear, etc.
So I thought would put some of my images on here and explain my choices.
Here is a summary of the brand I found on their website:
“Anya founded her business in London in 1987 and has since grown into a global brand that has over 50 stores – including flagships in New York, London, Tokyo and LA – and is stocked in many of the world’s best retail stores, from Barney’s in New York to BoonTheShop in Korea.
The first accessories designer to hold an on-schedule London Fashion Week show, Anya Hindmarch shows have become renowned for their production and creativity. Recent highlights include models floating weightlessly over the catwalk, a 120-strong male choir, models walking within an artful, moving Rubik’s cube and emerging from within a giant space-age Amphitheatre.
In addition, the collections are showcased in seasonal pop-ups that have included a ‘Mini Mart’ on London’s Mount Street, global sticker-shops and an Anya Hindmarch ‘Service Station’, the first retail installation to be housed in the Selfridges London car park, which then travelled to Korea, Tokyo and LA.
There are also six Anya Hindmarch Bespoke stores, where customers can have drawings or messages in their own handwriting embossed by in-store craftsmen. Part of an on-going commitment to reconnect the craftsman and the customer, each bespoke piece is – as Anya says – about ‘having your name on something, rather than mine’.
A passionate advocate of British design and arts, Anya is also a UK Trade Ambassador, a Non-Executive Director of the British Fashion Council and a trustee of both the Royal Academy of Arts and the Design Museum. In 2016 Anya Hindmarch was awarded a CBE in recognition for her contribution to the British fashion industry and has recently received three prestigious Accessory Designer of the Year awards; a British Fashion Award, an Elle Style Award and a Glamour Women of the Year award.”
MODEL: I think that the perfect model, who would fit in well with the brand’s image would be Lindsay Wixson, as she has an ethereal almost alien like look to her with her bee stung lips and big round eyes. She is very natural looking and has a traditional English rose look but with a futuristic more edgy side. Moreover, her look is unique, but would not take away emphasis on the handbags and other clothes. I also think her colouring goes well with the Anya Hindmarsh, pale and pastel colour palette.
HAIR & MAKEUP:
The hair would be very minimalistic and light blonde/ light brown in colour. She would have it in a sophisticated style, to show off her face and clothes, For example, it could be in a slick pony tail or with just the fringe part slicked back in order to show off the face. She would be wearing a no-makeup makeup look focused on flawless glowy, dewy skin, with a strong iridescent highlight and thick, healthy brow.
LOCATION: These images represent the type of place the consumer would go on holiday. They would stay in a private villa ( not a hotel as they like to keep themselves to themselves and have peace and quiet as well as take Instagram photos!) Visiting places like Sicily and Mykonos, they are fond of a warm sunny climate, where they can wear brown Jesus sandals and espadrilles, but make sure to take care of their skin and wear a high sun protection factor, large sunglasses and a wide brimmed hat.
STYLE: Here are some images from their SS’17 collections, showing off the bags specifically and then also a street style image I found on Pinterest. For the outfit itself, the consumer would keep it rather simple, with no outlandish patterns or prints, just soft, co-ordinated items and then have most of the attention be towards the bag, in a bright colour and adorned with shapes and key rings.