Anya Hindmarch to host experiential event for LFW
Anya Hindmarch has chosen to leave the traditional fashion week show format in favour of smaller consumer events but its latest project will still see the brand promote its AW18 collection during London Fashion Week.
The luxury brand will be hosting an experiential art installation at the Banqueting House in Whitehall, London, where the cloud motif which inspired the Anya Hindmarch Chubby Collection will take centre stage.
The chubby cloud motif will be transformed into the world’s largest bean bag, where visitors will be able to sink into a world of dreams under a painted ceiling by Rubens – the largest surviving in Europe still in its original location.
The three-day event will also include a series of talks, meditations, music and bedtimes stories presented by the likes of Poppy Delevingne, Yana Peel, Claudia Winkleman and Anya Hindmarch herself.
A pop-up store called the Chubby Cloud Shop will offer items from the brand’s Chubby Collection alongside items available exclusively at the event.
The installation follows on from Anya Hindmarch’s Chubby Hearts campaign in February, and is part of a new strategy that is pushing the brand away from the traditional London Fashion Week catwalk event and into more creative experiences that are open to consumers.
The Chubby Cloud exhibition will open from 14-16 September at Whitehall’s Banqueting House.
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