FairPrice Finest and Anya Hindmarch collaborate to make sustainability trendy

Grocery giant FairPrice Finest has collaborated with Anya Hindmarch to release a reusable shopping bag in Singapore as part of the luxury fashion brand's Universal Bag line. FairPrice Finest unveiled the new partnership in an Instagram post last week, teasing fans with a pixelated image of the product.

A quick swipe revealed the royal blue shopping bag, finished with a white and orange strap for a pop of colour.  "Trendy today, iconic forever," the caption read. "This sustainable steal is 100% recycled, 100% recyclable". Customers will be able to get their hands on the SG$22 reusable product from 6 December at all FairPrice Finest stores. 

MARKETING-INTERACTIVE has reached out to FairPrice Finest and Anya Hindmarch for more information. 

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In addition to its collaboration with FairPrice Finest, Anya Hindmarch also unveiled their partnership with organic grocer Little Farms. Similar to the blue reusable FairPrice Finest bag, Little Farms' product sports a forest green shade. 

Launched in 2021, the Universal Bag, made from 100% recycled materials, aims to reduce the use of single-use plastic. The Universal Bag is also available in stores around the world, including Taiwan, Hong Kong, Japan and the United Kingdom. 

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