“I like this irreverent approach combined with absolute quality,” says Hindmarch, who has over 45 stores worldwide. “For me the two attributes deliver more than the sum of the individual parts.”

Build A Bag was launched last year in New York, and has since travelled the world, arriving in Hong Kong last month at Landmark and Lee Gardens. The bags are built with the customer in store, and taken away at time of purchase.

In honour of the partnership with Women of Hope, a limited quantity of the bag—which includes the sought-after Wink keyring and a note from Anya Hindmarch—will be available for purchase in Hong Kong. Five per cent of the proceeds will go to Women of Hope, which raises money for HKAHF’s cancer fund. 

“Anya Hindmarch is an inspirational brand to work with as her designs echo the uniqueness of every powerful woman in our community, mirroring the DNA of our Women of Hope crusaders,” says Jo Soo-Tang, co-chairperson of HKAHF.

“We’ve been exceptionally blessed with our partnership with Anya Hindmarch,” Soo-Tang tells Generation T. “The local team have been phenomenal in helping us spread hope to the community. Cancer affects everyone, and we hope to extend our programme to more beneficiaries moving forward.” 

HKAHF enlisted the help of three Generation T listers to promote the effort. The campaign was shot Generation T lister Victoria Tang-Owen, and features fellow Gen.T listers Jenny Lee, head of growth at WeLab, and Peggy Chan, founder of vegetarian restaurant Grassroots Pantry. Eco-jewellery designer Jeanine Hsu, who picked up the Eco-Warrior Award at Women of Hope 2017, also features in the campaign.