Anya Hindmarch waves goodbye to LFW, will stage direct-to-consumer events

By

Sandra Halliday

Published
Dec 13, 2017

Anya Hindmarch is taking a step back from her memorable shows at the twice-yearly London Fashion Week and will switch to a “consumer happening” model with events four times a year.

This will also see the label opting for see now, buy now as the events take on a more intimate edge, directly targeting the consumer in-store. Buyers and press will get to see the collections by appointment.

The company said this will “enable the consumer to really engage with the brand’s creativity on- and offline when the product is available to the customer in-store.”

The brand is working on a special project to launch in February during London Fashion Week before switching to its first full new format event for September’s LFW when it will showcase the AW18 collection.

“This focused, direct-to-consumer approach has worked well for the Brand with the launches of their Build a Bag collection in May this year and their new fragrance category, Anya Smells, in November,” it said.

Hindmarch founded her business in London in 1987 and has since grown into a global brand with over 45 stores. 

She was the first accessories designer to hold an on-schedule LFW show and these productions have become known for the brand’s creative and individualistic approach. Highlights have includes models emerging from within a giant space-age Amphitheatre, an architectural mountain-scape that took models and the audience on a journey through old Norse folklore and a suburban house covered in wallpaper along with a giant disco ball.