Anya Hindmarch unveils Chubby Hearts campaign across London
Several inflatable heart-shaped balloons have appeared across London as part of a creative project by British luxury bags specialist Anya Hindmarch.
Starting on Valentine’s Day and continuing throughout London Fashion Week, the ‘Chubby Hearts Over London’ project has been described as a love letter to London - the city where Anya Hindmarch launched her business in 1987.
Despite the brand deciding to leave London Fashion Week at the end of last year, the activation will remind fashion shoppers and insiders that it is still very much a part of the London scene, with the balloons disappearing each evening and appearing again in a different location the next day.
Some of the locations hosting the balloons will include the Battersea Power Station, Westfield London and Stratford City, Trafalgar Square, Piccadilly Circus and Covent Garden.
The design installation is supported by the Mayor of London, the British Fashion Council and the City of Westminster, as well as many other partners.
Anya Hindmarch announced the decision to abandon the traditional catwalk show format in December 2017, adding that it would hold in-store consumer events instead.
The red, ‘chubby’ balloons are inspired by the brand’s new Spring/Summer 2018 collection, which includes cartoon-like bags and accessories.
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