British accessories designer Anya Hindmarch has branched out into home fragrance. Just say 'Yes!'
BY AMY BRADFORD
Fashionistas revere accessories designer Anya Hindmarch as the purveyor of a very British type of luxury – impeccably crafted leathers in sophisticated colours, but with an injection of humour thanks to the Pop Art-style stickers she sells to customise her pieces. Now Hindmarch has branched out into home fragrance, the fulfilment of a long-cherished dream.
Cheekily titled 'Anya Smells', the collection of six scented candles was inspired by scents that evoke happy memories for Hindmarch, from sun lotion to baby powder, coffee, toothpaste, lip balm and washing powder. Launched at Hindmarch’s flagship boutiques in London, New York, LA and Tokyo, and available online, each one comes in sleek black-and-white packaging with fun, cartoonish graphics and, of course, humorous stickers from the Anya Hindmarch Sticker Shop. Hand-poured in England using the finest raw materials, the candles are intended to 'recreate the everyday in an extraordinary way'.
TOP: 'Anya Smells', the debut range of scented candles by UK handbag queen Anya Hindmarch. ABOVE: 'Sun Lotion' candle adorned with a 'Yes!' sticker; 'Coffee' with beady eyes; 'Lip Balm' with cute cherries; 'Washing Power' with rainbow motif; 'Toothpaste' with 'Phwoar!!!' sticker graphic; 'Baby Powder' with 'I Love It! What Is it?' sticker. Leather-embossed stickers adhere permanently so can't be removed.
Hindmarch teamed up with British perfumer Lyn Harris (founder of Perfumer H and Miller Harris) and United Perfumes (developer of Cire Trudon and Fornasetti Profumi, among other brands) to launch the six candles in two sizes.
Fresh floral 'Sun Lotion' is inspired by family holidays and features an accord of Italian bergamot and Tunisian orange flower, while ‘Baby Powder’ is a soft oriental with rose petal, benjoin and tonka bean. ‘Coffee’ evokes the dark, woody scent of freshly brewed coffee with café absolute, galbanum, cardamom and amber. The latest additions to the range are ozonic floral 'Washing Powder', featuring notes of watermelon rind, cucumber and hyacinth, herbal 'Toothpaste', including spearmint, grapefruit rind, candy floss and English rhubarb, and fruity 'Lip Balm', smelling of dark cherry, Egyptian jasmine and French vanilla.
Graphic packaging is by London's Studio Frith, with smiling and shocked face motifs on the candle boxes designed to have an after-life on your bookshelf. In-store installations and a promotional film by UK creative agency Anyways and Pavilion Works see the candles riding on a miniature train, with tracks running through a giant nose. Evocative, abstract ideas appear in the listings of Hindmarch's fragrance contents, from regrettable tan lines to holiday romance tears, striped pyjamas, missing socks, sleepless nights and Boy Band posters. Home fragrance married with witty nostalgia? Count us in...