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Anya Hindmarch is not your average designer. Whether it’s the Perello Olives Can clutch bag, the Nurofen or Ketchup keyring, the Polo Mints leather pencil case or the Rice Krispies tote bag, her eponymous label is all about creating outfit fun.
Since launching in 1987, their most recognizable and significant design has not been a £2,000 handbag, but a £5 cotton canvas tote. In 2007, he launched the now-iconic “I’m Not a Plastic Bag” campaign in Sainsbury’s – selling around 100,000 on the day of launch and the project led to the government deciding to charge shoppers for plastic bags.
When noughties-it girls Keira Knightley and Sienna Miller stepped out with supermarket totes, the fashion status of “I’m not a plastic bag” was sealed. The impact was huge – the number of plastic bags sold in the UK dropped from 10.6 billion to 6.1 billion.
From her playful kitsch accessories to her luxe signature collection (think smooth leather crossbody). bags and suede shoulder bags), sustainability remains at the heart of Hindmarch’s brand. In 2021, they launched the Universal Bag – a next-generation tote made from 100 percent recycled materials and sold in Waitrose and Sainsbury’s.
But the problem of single-use plastic bags still persists. Between April 2024 and April 2025, 437 million single-use plastic bags were sold in UK retailers – an increase of 7 per cent on the previous year. And so, it’s probably no surprise that the universal bag is officially back.
Launching on Ocado at the end of the month, the latest installment of Anya Hindmarch’s “I’m Not a Plastic Bag” project will cost just £13. Here’s everything you need to know.
Anya Hindmarch Universal Bag
Designed in collaboration with Anya Hindmarch and Solent Group – the sustainable company behind the 2021 bag – the universal bag is made from 100 percent recycled and recyclable materials. Despite the significant impact of the first “I’m Not a Plastic Bag”, it seems there is still a lot of progress to be made when it comes to tackling single-use plastics.
The new bag is being launched with the tagline: “It’s desirable, sustainable, reusable, recyclable and recyclable.” Launching at Ocado from the end of October for £13, the materials used in this bag are fully certified under the global recycling scheme.
The design remains in line with previous iterations, featuring Hindmarch’s signature googly eyes motif inside its roomy tote silhouette, purple-paneled straps, and recycling logo. Unlike previous launches, the new universal bag will only be available online – so you can pick it up with your weekly order.
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