Anya Hindmarch highlights plastic waste with I'm a Plastic Bag project

Having single-handedly launched the eco-tote movement with her I'm Not a Plastic Bag project back in 2007, Anya Hindmarch is once again shining a light on the issue of single-use plastics with I'm a Plastic Bag.

This latest project includes a collection of keep-forever bags, each made from innovative new cotton-feel material crafted from 32 half-litre recycled plastic bottles and coated in recycled windscreens. They have been designed to never be thrown away.

Instead of doing a big launch event during London Fashion Week, the designer has closed all of her stores for the duration to highlight the scale of the waste. Each store's windows are filled with a total of 90,000 plastic bottles, which have been collected by Anya Hindmarch employees from their local communities. This figure is equivalent to the number of plastic bottles that go to landfill every 8.5 minutes.

“Despite the impact of our 2007 I’m Not A Plastic Bag project, the problem of single use plastic is far from solved. The mission has changed however, from ‘awareness’ of the problem to ‘circularity’ of materials, something we’ve spent the last two years working on with the I Am A Plastic Bag project," Hindmarch said.

The monogram bags come in red and charcoal colour ways and the line also includes a pouch with prices ranging from £195 to £650. They are available to pre-order from Anya Hindmarch's website.