Sweet idea: Designer toys with factory creation

22.02.2012 Shoes : Ealing : Michael Howells

London – For her London Fashion Week show, luxury accessories designer Anya Hindmarch created a live theatrical installation – in the style of Hollywood director Busby Berkeley – in which handbags and shoes were brought to life through animatronics on a production line.

Inspired by one of her children’s favourite toys that whirs and lights up, Hindmarch worked with set designer Michael Howells to create an Ealing comedy-style factory to present her accessories collection. The designer’s choice of jewel stones and shiny, metallic surfaces for her Christmas range was inspired by confectionery brand Quality Street. Hindmarch confirmed the tongue-in-cheek packaging would be used for purchases in-store.

Hindmarch’s presentation is in step with fashion’s love affair with irony. Her decision to put the chocolate box-inspired packaging into production is a brave move.

For more packaging insights, look out for our Packaging Futures report, available soon in The Future Laboratory’s online shop.

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