Love is literally in the air: Enormous heart-shaped balloons have debuted around London. “Chubby Hearts Over London” is an art installation from British designer Anya Hindmarch that is an ode to the iconic destination and its architecture. (These cartoonish hearts were first seen on the accessories in Anya Hindmarch’s Spring 2018 collection.) From February 14 to February 20, Londoners are invited to follow—and Instagram (#CHUBBYhearts)—the balloons, which will bounce to 29 different places. Today, the balloons are at Covent Garden, The Dorchester, The Ritz London, and the Wellington Arch. And tomorrow: Bloomberg London, Chelsea Barracks, Granary Square, and Westminster Cathedral. Chubby Hearts Over London is a design project conceived as "a love letter" to London by the designer in partnership with the Mayor of London, The City of Westminster, and the British Fashion Council.
Anya Hindmarch—whose fashion designs are beloved by everyone from Kate Middleton to Kate Moss—announced that she wouldn’t show her new collection at London Fashion Week 2018 (February 15–20). She instead wanted to focus on “consumer happening” events, which would reach a great potential customer base. Chubby Hearts Over London is Hindmarch's first of these endeavors. "The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors," she explained in a press release. "Tying giant, helium-filled Chubby Hearts onto buildings all over the city is simply a ‘surprise love letter to London’ as a tribute to its strength and to celebrate our amazing, creative city.”
This Valentine’s Day, love, actually, is all around—thanks to Anya Hindmarch.
