First Lily Cole brings her Anya Hindmarch tote - the one that screams “I am not a plastic bag” - to the Tents last month.

Now Sarah Mower (she of the sublime and scathing Style.com reviews) writes a two page manifesto, urging British women to stop accepting plastic bags when they shop for clothes, carrying a cloth bag instead. Sarah’s teamed with the London Telegraph and illustrator David Downton to create her own reusable bag for shopping - alas it’s available only in England, and anyway, is that really as chic as it comes?

Other options for Americans and / or picky Brits: Kate Spade’s Art Basel tote ($145); Urban Outfitter’s contrast print tote ($38), or Gap’s signature cinch, which may or may not be designed by Phoebe Philo.

Alas, Anya’s eco bags are currently sold out.