Hindmarch decries “disconnect” with how products are made
05/07/2013
In a recent interview with the Daily Telegraph, Ms Hindmarch said: “Brand is such an overused word. Everyone is constantly talking about their branding strategies, but really the most important thing in business is behaviour. It’s about the people you work with and the product. People have got so disconnected from how things are made, and actually that’s the interesting part.”
She went on to explain that a recent addition to her product list, the Georgina Tassel, shows that craftsmanship can still resonate strongly with consumers. The tassel is a detachable leather fringe that women can clip onto or remove from any handbag as an extra decoration. It’s made by looping together separate strands of leather.
Anya Hindmarch told the newspaper that each tassel takes a day to make and that they are put together by hand by craftspeople in Italy. “We filmed the process and put it online, and sales doubled,” the designer said. “People love the craft side of it. They want really beautiful bespoke things.”
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