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Anya Hindmarch launches immersive Chubby Cloud installation at LFW

Anya Hindmarch - Chubby Cloud
Anya Hindmarch – Chubby Cloud

Accessories designer Anya Hindmarch launched an immersive, consumer-facing installation called Chubby Cloud at London Fashion Week this past weekend. 

Located in Banqueting House near Trafalagar Square, the designer created the world’s largest beanbag – meant to represent a “chubby cloud” – for visitors to relax and recuperate, and to enjoy the “fun” side of fashion. 

Hindmarch’s vision for the experience was to engage with people in an untraditional format. Visitors who arrived at pre-booked time slots were invited to slip into a protective suit with matching sock covers, before being escorted into the social media worthy room. Unsurprisingly, for that very reason, the only item allowed to accompany them was a mobile phone.

Once on the beanbag, guests were invited to lie back, enjoy the ceiling painted by artist Ruben, and then relax through a guided meditation.

To make the experience truly unique, a series of special events were also hosted on the Chubby Cloud – all connected to the theme of relaxation, meditation and mindfulness. Highlights included guest appearances from celebrity stars Poppy Delevingne reading a bedtime story, and a guided morning meditation by mindfulness brand Happy not Perfect.

The move comes following Anya Hindmarch Chubby Hearts installation, in February 2018, which saw giant red hearts floating over a number of historic London sites. The designer has been innovating the established retail schedule since last year, launching see-now-buy-now collections as well as replacing runway shows with interactive experiences.

Post Chubby Cloud experience, guests were also able to snack on themed cupcakes and pastries in the Chubby Cloud Café. Souvenirs, as well as exclusive items from the Chubby Cloud collection, were also available for purchase at a Chubby Cloud store.

Ticket sales from the experience went to not-for-profit organization, Historic Royal Palaces, which supports the maintenance and upkeep of venues such as Banqueting House. 

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Matthew Williamson celebrates 15th anniversary with enchanting short film

 

British designer Matthew Williamson launched a short film yesterday to celebrate his 15-years in the industry.

“XV” stars Sienna Milller, Poppy Delevingne and Andrea Riseborough, as well as eight ballerinas from the Royal Ballet and even a unicorn. Shot at Aynhoe Park, a 17th century country house in Oxfordshire, it’s a beautiful spin inside the colourful, ethereal and imaginative world of Williamson’s own mind.

The plot (scripted by Mark Whelan) follows Williamson’s dreams as a 15-year old boy lying in bed on a school morning before his Mum (Riseborough) calls up the stairs to wake him.

It was directed by Tell No One’s Luke White and Remi Weekes, with the ballerinas choreographed by Random Dance company’s Wayne McGregor.

Williamson has also created a limited edition collection in collaboration with Swarovski for the occasion, seen worn by Miller, Delevingne and ballerina Melissa Hamilton in the film. It is otherwise available to buy exclusively at Net-a-Porter.com and the designer’s London store.

Below are a selection of behind-the-scenes images from the film, as well as a making-of video featuring interviews with the stars.