Anya Hindmarch's Love Letter To London

Look up! Anya Hindmarch has suspended and squashed giant chubby heart balloons over and in London's famous landmarks as a love letter to the capital.

The balloons will float from dawn until dusk on Valentine's Day, and then reappear at 29 different locations every day for a week. 180 The Strand, Battersea Power Station, Covent Garden, Granary Square, Leicester Square, Piccadilly Circus, Serpentine Gallery, Somerset House, The Dorchester, The Ritz London and select Westfield shopping centres will all feel the love in the run-up to and during London Fashion Week.

"The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors," Anya Hindmarch said of her romantic fling around the capital. "Tying giant helium-filled chubby hearts onto 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".

The Mayor of London, Sadiq Khan, who has helped facilitate the project along with the British Fashion Council, the City of Westminster and the Civil Aviation Authority, said: "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."

Hindmarch's Valentine follows the news that her brand is breaking away from the London Fashion Week schedule, and opting for four “consumer happenings” instead of biannual presentations. Her visual feasts - remember the suburban house, human conveyor belt and fairground ride of Hindmarch shows past? - will certainly leave a gaping hole in the Sunday-morning slot, but, if her fond ode to the capital is a sign of what's to come, anticipation - as well as love - is well and truly in the air.