Get Hitched at Fred Segal During its V-Day Heart Project Pop-Up

The collab with The Heart Project, an NFT project and artistic collective, includes a wedding chapel and limited edition apparel until the end of the month.

UncoverLA - Photo - Fred Segal x The Heart Project
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UncoverLA - HP x Fred Segal HP x Fred Segal Trucker Hat
UncoverLA - HP x Fred Segal Baby Tee
UncoverLA - HP x Fred Segal Hearts You Tee
UncoverLA - HP x Fred Segal NFA Trucker Hat
UncoverLA - HP x Vinnie Hager Tee

This year, L.A. County will host roughly 72,000 weddings at an average expense of $32,500 each. If you're one of those couples and aren't looking to dish out that kind of cash, keep reading because iconic Fred Segal has partnered with NFT project and artistic collective The Heart Project to celebrate Valentine's Day with a very special pop-up at the retailer's Sunset Boulevard flagship. 

What began on Valentine's Day and will be going until the end of the month is a pop-up unlike any other hosted at Fred Segal. The 13,000-square-foot space has been transformed into an actual, fully functioning wedding chapel for those adventurous Angelenos seeking a unique and unforgettable WeHo wedding venue to say their "I Dos." To add to the fun, the love tunnel entrance gives way to an interactive screen where guests can watch themselves turn into cupids.

The brands are debuting a limited edition Fred Segal x The Heart Project collaborative line called "Made With Love," featuring classic staples alongside some upcycled and one-of-one pieces handmade by the talented team of artists at The Heart Project. Think a crewneck designed by CID, a member of the Hearts community; one-of-ones by Stefan, which include airbrush and embroidery; and apparel including heart-covered tees, classic trucker hats, and unisex workwear. Our favorites are the Heart Heart Heart Tee ($70) paired with the LA Trucker Hat ($60). Plus the Be Mine Crewneck ($125) is too cute to leave out of this story.

UncoverLA - HP x Fred Segal HP x Fred Segal Trucker Hat
Photo: HP x Fred Segal Trucker Hat ($60)

Founded by photographer Aidan Cullen and artist Stefan Meier, The Heart Project is a community-run creative studio supporting the next generation of creatives. Ownership of a Heart NFT doubles as a membership pass into a unique collaborative community of artists. With the NFT, each 'Heart holder' can shape the group's creative endeavors by contributing to music, music videos, clothing capsules, and other art forms, and is granted ownership of shared creations. Some projects are sourced directly from the community, and some request community members to collaborate with established artists, brands, and musicians.

Scroll through the gallery above to check out the limited-edition line and save the address below to plan your belated Valentine's Day hangout or nuptials before Monday, February 28 when the pop-up ends.

Fred Segal, 8500 Sunset Blvd., L.A., 90069; (310) 432-0560; open daily from 11 a.m. to 7 p.m.

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