Fashion & Beauty / Collections Digest

Chic Cereal: Anya Hindmarch x FashGif

AnOther takes an exclusive look at FashGif's latest collaboration with Anya Hindmarch for A/W14

Coco Pops clutch by Anya Hindmarch
Coco Pops clutch by Anya Hindmarch

Greta Larkins is better known by her online alter ego FashGif. The Melbourne-based actress taught herself how to make fashion GIFs back in 2011, exploring runway collections and campaigns through her tongue-in-cheek fashion animations. Her surreal, comic take on catwalk trends became an instant online sensation, and she has since worked with the likes of Calvin Klein, Kenzo and Converse.

For A/W14, Larkin has collaborated with Anya Hindmarch to bring her supermarket-inspired collection to life. Anya, queen of the chic gimmick, channeled nostalgic kitchen branding, including the Kellogs cockerel, the Frosties tiger and Ariel washing powder. “Because of the playful nature of the accessories, the GIF ideas came about pretty quickly. My focus was on keeping them refined and good fun,” explains Larkins. “The process involves selecting or drawing the elements you want to move with Photoshop and then creating the space behind them. Lots of layers.”

"My focus was on keeping each GIF refined and good fun." Greta Larkins

Hindmarch's collection gained further notoriety back in May when Solange Knowles hurled her AH crisp packet clutch at Jay-Z during their infamous lift debacle. Hindmarch got on board and published an advertising campaign poking fun at the incident, with the tag line: The Crisp Packet Clutch Worth Fighting For. However, amidst the pop colour and kitsch branding lies considered technical detailing: Tony the Tiger wears 4 different skins, while the Coco Pops monkey is crafted from printed python. Here, AnOther explores the collection through Larkin's popping fashion GIFs.

Text by Mhairi Graham