Humble bag now totes a fashion imperative

To be honest, we have not always been as attentive about environmental issues as we should be. In a grocery store, for example, we always used the plastic bags the clerks gave us instead of choosing a more planet-friendly option.

But then, we saw a picture of actress Keira Knightley with a shopping bag in hand. It was just a bag made of jute and cotton, adorned with the statement "I'm not a plastic bag." She appeared responsible without being missionary, cutting edge while remaining simple. She made her point, and a fashion craze was born.

The bag's must-have credentials were secured when it was chosen as the goodie-bag for guests at the 2007 Vanity Fair Oscar night party. After that, model Lily Cole was seen with the bag, as were Maggie Gyllenhaal, Gwyneth Paltrow and Madonna.

Problem is, no one could get it here. The "I'm not a plastic bag" bag was created by British designer Anya Hindmarch, to be sold in groceries in the U.K. Only 20,000 were going to be sold, with each branch restricted to just 30 bags, one bag per customer.

Of course you know what happened. The canvas bag sold out in London in a matter of hours. The 5-pound bag - that's U.K. currency, not weight - quickly fetched $400 on eBay.

Hindmarch brought the bag to the United States in June. On its first day, by 11 a.m. more than 400 people lined up outside the Anya Hindmarch store in SoHo. The 800 bags were gone within a few days.

The bag has proven so popular that launches in Beijing, Shanghai and Jakarta were canceled because of fears for customer safety, according to the Web site www.AnyaHindmarch.com.

Here in Philly, you could find "I'm not a plastic bag" at Chic Bella for $200 - for about five minutes. Alas, they too are sold out. And chances they will return are slim; on her Web site, Hindmarch says the item was always intended to be a limited release. Plus, she has accomplished her objective: In Britain, some grocery stores are considering revising their policies on plastic bags.

It all shows that even the most mundane item, albeit one that's a symbol of ethical intent, can become a must-have when celebs get involved.