Anya Hindmarch...don't forget the message behind the Fashion Hype.

I adore the "I'm NOT a Plastic Bag" cotton tote, by Anya Hindmarsh. The ideology behind it is extremely honourable, taking positive steps to help the environment through the campaign "We are what we do". Their objective is simple. Go to their website and look at their,

...list of simple, everyday actions you can do to help change the world (and have fun while you're doing it). It could be doing something for the community like shopping locally, something for the environment like avoiding plastic bags, or something for you, like learning to paint, sing or speak Spanish...

My only worry is that the ideology behind Anya's campaign is being completely lost in the cult status of the bag. I've seen them being sold on eBay for £100+ even £200 (for the limited Lavender Trust editions), when they retailed at £5. As many fashionista's choice, the bag has been championed in several magazines, I wonder if many people will actually use the bag for the purpose it was intended - instead of a plastic carrier bag. If you've paid £100+ for it, I'm sure the last thing you'll want to put in it is your weekly grocery shop - eggs, smelly onions - I don't think so! The idea, amazing - combining fashion and practicality to help the environment - in practice, will it actually work? I'm not saying I would be immune to this dilemma. If I managed to get my hands on one of Anya's totes, I'd like to think I'd use it for the purpose it was intended...but like all fashionable pieces, I would worry it was too pretty to stick my fruit and veg in. It also worries me how "friendly", not just environmentally, lots of the major designers actually are. With their overpriced bags, made from a wide array of animal skins...maybe we should look to Stella McCartney for some true, all round, "friendliness".