Branding: Design choice - Anya Hindmarch Sainsbury's bag.(Brief article)

So, we won't wear an Oxfam T-shirt, but when it comes from Red, courtesy of Gap, we're more than happy to become charity fashionistas.

Taking a leaf out of the Red book, Anya Hindmarch, Antidote and global social-change movement We Are What We Do have created a street-chic, eco-alternative to the ubiquitous and environmentally troublesome carrier bag for Sainsbury's.

The genius here is that this collaboration lies right up the respective streets of Hindmarch and her fans. This isn't like asking a fashion designer to style a radio or mobile phone; this is like asking us to buy a bag we'd be buying anyway. In fact, it is cleverer still: it …