With an Autumn/Winter 14 collection full of irreverent and kitsch, covetable treats. Anya Hindmarch's recent pop-up in London is a stroke of marketing genius.
Dishing up biscuit-packet clutches and cereal packet Eburys in python and ponyskin is supposed to splash a sense of humour to the super-upmarket Mayfair area in which it resides, all the while being, "respectful of our neighbours," according to the designer.
The neighbours include Céline, Nicholas Kirkwood, Gianvito Rossi, Lanvin, Marc Jacobs, Christian Louboutin and Roksanda.
Hindmarch's blend of bespoke luxury and humour will be available to buy at the location (at number 99 – just like the ice cream, of course) from now until September.