Written by Angel Fletcher-Penfold • Published 21st September 2018 • 1 minute read

London Fashion Week launched last week on the 14th September and we have seen some of the world’s most luxurious British brands showcase their SS19 collections. It is a hectic time for PR agencies, models and paparazzi running from show to show and trying to keep to that all important schedule; British accessory designer, Anya Hindmarch, was kind enough to provide us all with an escape in the form of the #ChubbyCloud.



If you haven’t seen any of the 1000+ mentions on Instagram alone, the ‘Chubby Cloud’ is reportedly the world’s largest bean bag. It was placed in the gorgeous setting of the Banqueting House in Whitehall. The high ceilings and decadent paintings made a strong juxtaposition for a bunch of adults in boiler suits jumping on a huge, white cloud. This relaxing space also included bedtime stories being read aloud to ensure everyone caught some shut eye during this mad week.

This clever marketing ploy generated attention across all social media platforms and allowed us mere mortals to engage in London Fashion Week, one of the world’s most exclusive events. Anya Hindmarch told Vogue that, “The idea is that we want to immerse customers in our world.” The cloud is also more relevant to the brand than you may think, as her AW18 collection features many ‘chubby’, cloud-like handbags. She certainly bought her accessories to life with this immersive and fun experience. She also included a small shop with plenty of #ChubbyCloud merchandise, furthering the invitation to snap and share your experience with the brand.

Big stunts are big business and Hindmarch is no stranger to these chubby statements; last season she also launched chubby hearts into the sky over Battersea Power Station and it was such a success with over 5000 Instagram mentions, you can understand why she would recycle this great technique.

Instagram is of course the home of amazing aesthetics, so it makes sense for brands to create out of this world, larger than life concepts to engage with consumers and gain free, seamless advertising. If you too would advise on creating something completely personal to your brand to captivate consumers, we would love to help!