Anya Hindmarch bag: the aftermath

So, it's finally all over. Up and down the country, a determined handful of women are proudly brandishing a beige-and-brown shopping bag - the last batch ever to be produced, wer're told - while the orange carrier bags they came in lie discarded in their wake. Others are scouring Ebay in the hope of bagging one of the £5 totes for less than 200 quid.

Whatever you think about publicity stunts and celebrity endorsement, this one has certainly tapped into public consciousness in a big way. And even if those who bought the bags don't care (or even realise) there's a green message behind the hype, it's certainly got everyone else talking about our over-use of plastic bags.

Does it matter that the only way to get people's attention on important issues is to create status-symbol ethical products? If the result is a lasting lifestyle shift, I'd suggest not. But the problem with fashion is that it's fickle, and do we want to be relying on something that's changeable by definition to get people to change their habits for good?

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