Anya Hindmarch, a renowned luxury brand known for its innovative designs and creativity, is shaking up the fashion industry by moving away from the traditional fashion week show format. Instead of a typical runway show, the brand has chosen to focus on smaller consumer events that allow for a more intimate and immersive experience.
Despite this departure from the norm, Anya Hindmarch remains committed to unveiling its highly anticipated AW18 collection during London Fashion Week. The brand’s unique approach to showcasing its collection will take the form of an experiential art installation at the prestigious Banqueting House in Whitehall, London. This installation will feature the iconic chubby cloud motif that has been a source of inspiration for the Anya Hindmarch Chubby Collection.
One of the main attractions of the event will be the transformation of the chubby cloud motif into the world’s largest bean bag. Visitors will have the rare opportunity to relax and sink into this oversized cloud, creating a magical and surreal experience. Surrounding them will be the magnificent painted ceiling by Rubens, the largest of its kind in Europe still housed in its original location.
The three-day event will be packed with a variety of activities designed to engage and entertain attendees. Guests can look forward to talks, meditations, music performances, and even bedtime stories presented by special guests including celebrities like Poppy Delevingne, Yana Peel, Claudia Winkleman, and the brand’s founder Anya Hindmarch herself.
In addition to the experiential installation, attendees will also have the chance to browse and shop the Chubby Collection at the Chubby Cloud Shop pop-up store. The shop will showcase items from the collection along with exclusive pieces that will only be available at the event. This initiative is a continuation of Anya Hindmarch’s successful Chubby Hearts campaign in February and signals a strategic shift towards more innovative and consumer-centric experiences during London Fashion Week.
The highly anticipated Chubby Cloud exhibition is scheduled to take place from 14-16 September at the Banqueting House in Whitehall. By pushing boundaries and redefining the traditional fashion week showcase, Anya Hindmarch is setting a new standard for luxury brands in engaging with their audience and creating unforgettable experiences.
To learn more about Anya Hindmarch and the Chubby Cloud exhibition, visit their official website here. Stay updated with the latest news and events by following Anya Hindmarch on Instagram here.
