Why women are turning to Woolworths for an on-trend (and unexpected) $15 fashion staple: ‘Wait I need this’
Woolworths is dipping a toe back into designer fashion, announcing the return of the much-hyped Anya Hindmarch tote bags, this time in a decidedly more mini form.
The stylish and sustainable Universal Bag, which launched in Woolies stores in early 2025 for $20, was designed by British luxury accessories designer Anya Hindmarch as part of an unexpected yet warmly received collaboration.
For context, a tote from the high-end label can retail for upwards of $700.
Now, the duo are reuniting to introduce the Mini Universal Bag, set to land on shelves on Wednesday, February 11th.
Designed in a fun, compact silhouette, the scaled-down version will be available in two colourways, green and charcoal, and priced at $15.
The Universal Bag is a global sustainability initiative led by Hindmarch in partnership with major food retailers, with the Mini Universal Bag marking the 28th international launch of the project.
Each reusable bag is designed to be desirable and durable, and is made from 100 per cent recycled and recyclable materials.
Likely inspired by the global obsession with ‘cutesy’, ‘little’ accessories, the mini tote is perfectly sized for quick grocery runs, packed lunches, picnics, errands and everyday essentials.
Woolworths is dipping a toe back into designer fashion, announcing the return of the much-hyped Anya Hindmarch tote bags, this time in a decidedly more mini form
Designed in a fun, compact silhouette, the scaled-down version will be available in two colourways, green and charcoal, and priced at $15
It is also making a tangible environmental impact, with the Universal Bag diverting an estimated 433 tonnes of plastic from landfill since the initiative launched in 2021.
‘Our customers absolutely loved the bag we launched last year in collaboration with Anya’s team, and it is wonderful to still see them being used in our aisles every day,’ Woolworths Category Manager Rhonda Ma said.
‘This new mini version offers something different again. It’s a great size for a quick shop, a chic lunch tote, or even a stylish way to carry your tech.
‘They’re landing in stores but, if last year’s frenzy was anything to go by, we encourage people to get in early so they don’t miss out.’
The collaboration was not without controversy the first time around, with shoppers divided over the price point amid rising grocery costs.
‘So at a time when I can barely afford to buy groceries, Woolies puts out a $20 bag to put barely anything into. Got it,’ one shopper wrote in a furious social media post.
‘Omg that is outrageous,’ another agreed, while a third added, ‘$20, in this economy?’
Others labelled the price ‘insane’, with one saying they ‘literally eye-rolled’ upon seeing it in stores.
The stylish and sustainable Universal Bag, which launched in Woolies stores in early 2025 for $20, was designed by British luxury accessories designer Anya Hindmarch as part of an unexpected yet warmly received collaboration
‘That escalated quickly from free to 10 cents to $1 to $20,’ one commenter pointed out.
‘They really are out of touch with what’s going on these days,’ another added.
Still, many were delighted by the chance to own a designer piece at a fraction of the usual price.
‘I’ll buy it because it’s the only Anya Hindmarch I’ll ever be able to afford,’ a woman admitted.
‘It’s an Anya Hindmarch bag. She’s a UK accessories designer who collaborates with supermarkets, mainly in the UK. They sell out every time and we’re super lucky to have these in Australia. Got mine because I love it and can afford it,’ another wrote.
