Around 150 people queued for more than half an hour outside Sainsbury's in Bristol and Bath for the chance to buy a designer shopping bag.
The creation bears the slogan "I'm not a plastic bag"
The creation by Anya Hindmarch bears the slogan "I'm not a plastic bag" and is aimed at encouraging people to reuse bags when they go shopping.
Twenty thousand of the £5 reusable bags have been distributed to branches of the supermarket around the UK.
One woman said: "You know I will fight for one of these bags don't you?"
The bag was launched at London Fashion Week and handed out to a limited number of celebrities and fashion insiders. Stars such as Kiera Knightley have already been pictured using them.
The idea was dreamt up by not-for-profit movement We Are What We Do, which tries to encourage people to use simple everyday actions to change the world. Sainsbury's warn shoppers that the bags are expected to sell out very quickly across the UK.