Chubby Hearts: Look up for Anya Hindmarch’s love letter to London

chubby hearts

Valentine’s Day is upon us – and, for a lot of Londoners- it’s an opportunity to celebrate a love affair with the city itself.

As an ode to London, Anya Hindmarch has conceived a public design project- Chubby Hearts – giant, inflatable, heart-shaped balloons suspended over (and sometimes, squashed into the corners and arches of) some of London’s most iconic landmarks.

Celebrating London’s strength, resilience and creativity, the balloons will appear in 29 locations right across the capital, from The Ritz London, to Chelsea Barracks and Granary Square, starting today and continuing throughout London Fashion Week.

The idea came to Hindmarch as she was sat in a packed Royal Festival Hall.

“I was in awe of the resilience of Londoners and its visitors” says Hindmarch. “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”.

“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’ says Mayor of London, Sadiq Khan.


Londoner’s and its many visitors need only look up to see love in the air this Valentine’s Day (with iPhones and Instagram tags at the ready, of course).

Follow #CHUBBYhearts on Instagram to see updates from each location

Subscribers can look at last year’s Valentine’s Day Campaign Trends report here.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.