Queen of hearts Anya Hindmarch partners with the Mayor of London to fill the skies with red, love-infused inflatables
Love is in the air, quite literally, in London this week. Bold, inflatable red hearts are suspended over, and within, iconic London landmarks as part of a playful new project called Chubby Hearts conceived by Anya Hindmarch as “a love letter to London.”
Aptly launched on Valentine's Day, the project marks the beginning of London Fashion Week in the capital and is supported by The Mayor of London, Sadiq Khan, and the British Fashion Council. “These huge heart balloons animating our great spaces and architecture will show once again that London is open to talent and creativity and gives it a warm welcome,” said Khan.
The cartoonish Chubby Hearts were first debuted at Anya Hindmarch's Spring/Summer 2018 presentation last September. The British designer is not showing this weekend at London Fashion Week, forgoing the catwalk in favour of “consumer happening” events.
Look out for chubby hearts in London over the next seven days. They have already appeared at The Ritz in Mayfair; Wellington Arch at Hyde Park Corner; The Dorchester; within the arches of the historic Market Building in Covent Garden and floating atop Battersea Power Station. Where will the balloons bounce next?
The installations have been a snap-happy success on social media. Join the balloon bonanza by following #CHUBBYhearts on Instagram.