The in-vogue flower arrangers taking the fashion world by storm
It's no secret the worlds of fashion and flowers often collide. So, it should be no surprise that when florists work with fashion brands, something quite magical happens - such as carnation mushrooms in Sloane Square and ceramic swans filled with colourful tulips in a shop-front...
We look at the floral genius behind four of our favourite brand and bouquet collaborations.
Ellie Jauncey and Anna Day (pictured) from The Flower Appreciation Society
Their background: The pair met behind the bar of an East London pub and discovered a shared love of flowers. Soon after, they were working together and attracting the attention of top fashion brands including Anthropologie and Toast.
The brief: Toast, the contemporary fashion brand for the Hunter boot generation, wanted spring flowers which encapsulate the style and colours of one of its new-season designs – a checked dress – to launch the new store on Marylebone High Street.
The inspiration: “We wanted to create an arrangement which would fill the whole shop and we had a clear vision of the colours needed,” says Ellie. “We also wanted to incorporate our own style, which is natural and informal, with English-grown flowers."
The arrangements: “We created wild garlands using English foliage as a base,” says Ellie. “Then we added colourful flowers including 'Piaget' roses, hydrangeas and ranunculus. We filled ceramic swans with hellebores, fritillaria, anemones, French tulips and narcissi. Everyone who came to the event wore a headdress or buttonhole, something which has become our signature style.”
The florist: Catherine Young of Rose and Grace
Her background: Having started out as a fashion designer, Catherine has worked as a florist in the Cotswolds for 10 years.
The brief: Basia Zarzycka designs bespoke hats, headdresses, jewellery and gowns. “My statement style is feminine, and I wanted to create a Chelsea in Bloom entry for my boutique in Sloane Square which reflected that,” says Basia.
The inspiration: “I was influenced by my colourful childhood growing up in Birmingham and Poland during the '60s,” recalls Basia. “I drew pictures for Catherine of red and white toadstools, inspired by childhood stories, as well as a floral carpet inspired by the English flowerbeds found in Municipal Gardens in the 1960s, and Japanese art of the time. Catherine went on to create them.”
The arrangements: “Beneath the flowers in the display was a very technical structure of chicken wire, bamboo poles and oasis!” says Catherine. “I chose flowers which gave good coverage and were long-lasting. The 'mushrooms' were carnations and roses, and the carnations blended together to create a velvety carpet. We used bright blue hydrangeas and chrysanthemums in various hues, with fountain grass to make it look more natural, and snapdragons for texture.”
The florist: Nik Southern of Grace & Thorn
Her background: Nik left behind her recruitment career to focus on floristry school and has attracted some of the biggest names in fashion since launching her business.
The brief: Luxury high street label LK Bennett asked Nik to transform the windows of the Sloane Square and King's Road stores as part of Chelsea in Bloom. “As a British brand we love to celebrate our heritage,” says representative Nick Flynn.
The inspiration: LK Bennett’s offices were a key source of inspiration as the display mirrored the beautiful townhouse in Cavendish Square. “I love the often-overlooked flowers such as carnations and chrysanthemums which come in a beautiful array of colours,” says Nik. “We wanted to use these, along with other varieties, to make a bold statement while still retaining the naturalistic style we love.”
The arrangements: “We worked with LK Bennett's team to create a black and white illustration of the building, which became a 3D installation complete with life-size window boxes,” says Nik. “We filled each window box with bold, clashing flowers which complemented the brand’s colour palette for the new season. We wanted to celebrate the natural beauty of the flowers and tie this in with a traditional British theme.”
The florist: Kally Ellis of McQueens
Her background: McQueens has grown from a small Shoreditch shop opened in 1991 to an international business which caters for brands across the globe.
The brief: French Sole, famed for its collection of ballet pumps, asked Kally to help launch the Summer Brights collection. “We wanted to fill the Brook Street showroom with the brightest red, yellow and orange roses imaginable,” says founder Jane Winkworth.
The inspiration: French Sole's signature colours are pale lavender, lilac and grey, which worked well with the roses and silver foliage.
The arrangement: "With the essence of the brand in mind, we wanted to keep the look feminine, beautiful and elegant," says Kally. "We used Dutch roses in peach and terracotta to echo the hues of the products and included black beaded ivy, ranunculus and gloriosa in the design."
Fabulous foliage in full flower fashion, we love it all!