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Anya Hindmarch unveils astrological #whatplanet campaign at #LFW

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Anya Hindmarch launched a cute digital campaign alongside its London Fashion Week show today tied to the collection’s planetary theme.

“What Planet Are You On?” allows fans to create personalised charts based on their date of birth. The resulting content (as per the below sample), features astrological facts and quips ranging from your ruling planet to your age in dog years or the amount of energy the candles on your next birthday cake would produce. It also says how many seconds you’ve lived for, which celebrities you share your birthday with and what date you were conceived.

“Boldly go on an astro-biological journey to discover your universal truths, astro-facts and space oddities,” reads the write-up.

Guests at the show were each presented with their own chart, while online followers are invited to visit whatplanetareyouon.com to create one too. The content is being shared over social using the #whatplanet hashtag.

The initiative follows on from last season’s Anyagrams campaign, which invited fans to generate anagrams from their own names.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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