Anya Hindmarch has set the London Fashion Week bar high for herself. Since abandoning the traditional show format, she has suspended giant chubby heart balloons over the city’s famous landmarks and installed the world’s largest bean bag in Westminster’s Banqueting House. How does one think of a better way to entertain editors than inviting them to lie on a cloud in hazmat suits while listening to the shipping forecast? For a woman whose past presentations have also seen human conveyor belts, fairground rides and giant dolls’ houses erected, imagination is not a problem.
And so, for the upcoming show season, Hindmarch will present The Weave Project – an immersive art installation designed to take visitors on the journey behind the new Neeson bag. From February 16 to 19, editors and customers alike will be able to climb through The Tube, a woven mesh construction imagined by artists collective Numen/For Use, within Brewer Street Car Park.
As well as Instagram worthy angles, there will also be a Weave Project café and a shop selling one-off merchandise alongside the new spring/summer 2019 Neeson collection. Similarly themed pop-ups will then be rolled out across Anya Hindmarch stores and with select global partners, where shoppers will be able to personalise the Neeson with hand-woven symbols, words and initials. But, Hindmarch being Hindmarch, expect a few more surprises along the way.