Matthew Williamson has once again collaborated with a high street retailer, this time with supermarket giant Sainsbury’s, for whom he has created a range of canvas shoppers in a banana leaf print in aid of the charity Sport Relief. The shoppers come in three colours – pink, turquoise and mint – and retail at £5.00, of which at least £1.50 will go directly to the charity.
This isn’t the first time that the designer has worked on a more affordable range: Williamson famously collaborated with H&M on two collections in 2009, creating a shopping a frenzy in stores and on eBay. Meanwhile Sainsbury’s is no doubt hoping to repeat the success of their 2007 collaboration with Anya Hindmarch. Her £5.00 canvas totes, emblazoned with “I’m Not a Plastic Bag”, sold out within hours and queues formed outside stores when fans heard they were back in stock. More recently Tesco’s teamed up with Cath Kidston to create a range of charity totes in 2008, which also flew off the shelves.
Whilst critics, as usual, rush to cry “devaluating the brand”, fashion-lovers can bask in the glow of grabbing a bargain, contributing to charity and saving the environment at the same time. In the infamous words of Charlie Sheen: win!
PS Those Anya Hindmarch’s bags are still super popular: check out the picture, below, of Jessica Biel and Justin Timberlake’s mystery friend carrying one two weeks ago in LA!
The Turquoise Matthew Williamson tote bag is out now at Sainsbury’s – the rest of the collection is released in March