Anya Hindmarch is helping Londoners feel the love this Valentine's Day by installing a number of giant inflatable heart-shaped balloons in various locations across the capital.
The public design project will use famous London landmarks as the backdrop, including Battersea Power Station, Piccadilly Circus, Trafalgar Square and Covent Garden. The balloons will appear from dawn until dusk from now and every day across London Fashion Week.
'The idea for this project came to me whilst sitting in a packed Royal Festival Hall,' said Hindmarch. 'I was in awe of the resilience of Londoners and its visitors. Tying giant helium filled Chubby Hearts on to 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.'
While the idea was conceived by the designer, it took a number of people to bring the concept to life. Hindmarch worked with Mayor of London Sadiq Khan, the British Fashion Council, City of Westminster Council, landowners and the Civil Aviation Society.
'As London Fashion Week showcases the capital to the world, 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 Sadiq Khan.
Already the public have started sharing the 'chubby hearts' on social media.
For more information visit Anyahindmarch.com
