By Mia Dias Laia Spragg
A variety of bizarre ice cream flavours have turned heads over the years. From Ginger’s Comfort Emporium’s ‘Chocolate Stout’ flavour to Jannetta’s ‘Seaweed Sorbet’, it is safe to say this field of sweet treats has become a hub for creative and daring combinations, where the boundaries of flavour are being pushed further and further each year. However, one line up, returning to London for its fourth year running, really takes the cake – Anya Hindmarch’s ‘The Ice Cream Project’.
Anya Hindmarch is a fashion designer who rose to success shortly after launching her label in 1987. By 1992, she had cemented herself globally as a luxury bag designer, with her designs selling in luxury shops from London to Japan. Hindmarch is renowned for her wacky and wonderful statement pieces – notably, her range of Kellogg’s Rice Krispies sequin tote bags and even Kellogg’s (linen) napkins! Adorning bags and keychains with household confectionary names might seem tacky and garish to some, but for many, Hindmarch’s styles are the pinnacle of blending chic style with well-known and well-loved iconography. It is therefore no surprise that Hindmarch has delved into the world of ice cream, and this range of unbelievably peculiar flavours is nothing short of astounding.
From the 7th June to the 17th August, Anya Hindmarch’s ‘Ice Cream Project’ will hit South-West London’s Pont Street offering fifteen flavours. These flavours range from the not-too-outlandish Bird’s Custard and McVities’s Club Orange, to the more intriguing Bisto Gravy, Flying Goose sriracha, and pickled onion. It is clear that Hindmarch is not afraid to dabble into a more adventurous and boundary-defying version of ice cream, bringing her signature statement style of fashion into the realm of desserts. Hand-made in Devon and using the ‘very best ingredients’, these ice creams are marketed as a luxurious and elevated experience – with their prices reflecting exactly this. Coming in at £4.50 for a single scoop, and £16 for a 500ml tub, these eclectic ice creams make for a pricey but novelty sensory experience. Anya Hindmarch even has her very own cafe located on the same street as the Ice Cream Project named ‘Anya Cafe’, where you will find an ‘Ice Cream Blind Tasting Tea’ experience serving tasters of all fifteen flavours.
When asked about how she came up with the idea to start her very own ice cream range, Hindmarch responded that she wanted to ‘reimagine the familiar’ and ‘elevate it to something artful’. This ethos is one that she continues to carry over from fashion to ice cream each returning year. Anya Hindmarch’s Ice Cream Project has seen massive success over the last three years and continues to do so, with popular demand meaning that the project has returned to London for 2025. The Ice Cream Project has also become a hotspot for TikToks, Instagram posts, and YouTube videos where people have been posting their reviews of their chosen flavours, adding all the more hype to Hindmarch’s summer project.
Hindmarch has trialled a plethora of flavours over the brand’s four years, though her 2025 range does seem to be slightly more tame than that of her 2024 range. 2024’s assortment of flavours was one that featured the unexpected and unique flavours of Kikkoman’s Soy Sauce, Heinz Beans, and Sarson’s Malt Vinegar. Too far? Maybe. But the evolving and experimental nature of Hindmarch’s project means that each year is a new opportunity to trial new collaborations and to find out what really wins the hearts (and stomachs) of the people. And after all, if ice cream isn’t your cup of tea, Hindmarch is testing the waters of sorbet in her 2025 range offering four options: Copella Cloudy Apple Juice for those with a sweet-tooth, Maldon Sea Salt if you want a mouth-watering kick, Irn Bru for the loyal fans, and Romney Kendal’s Mint Cake (for the controversial mint ice cream lovers). There truly is something for everyone.
Evident in both her clothing designs and choices of ice cream flavours, Hindmarch keeps pushing the boat out by pioneering designs and logos that make up the quintessentially British cupboard. So, if you love ice cream and are feeling like a flavourful adventure, take a trip to the Ice Cream Project on Pont Street in Chelsea and try it for yourself. But be prepared to queue on hotter days!
Surround Sound 