Excess baggage: Hindmarch finds order in the chaos

London – Anya Hindmarch’s spring/summer 2014 collection was inspired by outer space and gravity. In a continuation of her collaboration with Silent Studios, the brand celebrated the line’s launch with an online fashion film that appeals to consumers in The Polarity Paradox.

In the film, called Chaos & Order, objects fly in slow motion across the screen, encapsulating the theme of weightlessness and gravity of Hindmarch’s catwalk show. It is a slow but steady flurry of items – glasses, a compact mirror, a brush, an iPad – all the things a woman stuffs into her bag to carry her through her hectic day. As celestial music plays order is established as the assortment of objects falls into Hindmarch pouches and purses, before settling in a large leather carrier bag. ‘[It’s] a lesson in organisation,’ says the brand.

The film will appeal to Polarity Paradox consumers who are living in an age of extremism, flitting from one place to the next and searching for order.