SUPER NATURALS: MEET FASHION’S FAVOURITE FLORISTS

Discover the flower powerhouses the fashion set have on speed dial

27.01.2020

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"After women, flowers are the most divine creations." - Christian Dior

One of my favourite afternoons was spent on International Women’s Day, bonding with a bunch of strangers over our floral art creations (with the much-needed aid of the Hackney-based Flower Appreciation Society). I made a flower crown – OK, call me #basic but I thought it was pretty good - and, if we’re rating this on the Instagram-like barometer, it seemingly wasn’t a bad attempt. The actual finished product was a bonus though. The real joy stemming from the therapeutic act of creating something with my hands, playing with different colour combinations and making new friends over a wild table arrangement.

The trend is catching on. Now, a new, younger crowd are enjoying the aesthetic and psychological virtues of flower power. In fact, when Harry Styles was asked about what his Plan B career would be recently, the singer replied matter-of-factly: a florist. Whether seeking foraged blooms for your wedding day or simply scoping out intimate flower arranging workshops, we are fully onboard the fashionable (read: social media bait) foliage train.

"After women, flowers are the most divine creations."

Christian Dior

Take for instance Sage Flowers, a Peckham-based shop run by twentysomething duo - Iona Mathieson and Romy St Clair - and approved by the likes of Glossier, Rihanna and Gucci. “We think people are starting to see flowers as a medium to work with; to produce really beautiful art and design,” Iona tells BURO, on what’s behind the recent surge in the F-word’s popularity of late. “As opposed to just things you can make a bouquet with.”

As a welcome add-on, interacting with florals can also boost our wellbeing. “It's been proven that having flowers in your home, or receiving a bouquet as a gift, elicits happiness and joy,” Romy adds. “Starting with stems as a raw material and making them into something beautiful like an arrangement or a bouquet feels really good too.” And, instead of sticking to the conventional rules of floristry, they prefer “making it up as they go.” Rules are there to be broken.

Iona and Romy regularly host bouquet and vase arranging classes; with “lots of women in their early 20s” coming to workshops. “We get emails asking about workshops a lot, private workshops also,” explains Iona. “It's great that people don't just want to learn floristry, they want to learn it our way.” Alongside Sage Flowers, scroll down to see even more blooming lovely florists with the fashion set’s seal of approval.

PICTURED: SAGE CO-FOUNDERS, IONA MATHIESON AND ROMY ST CLAIR 

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FLOWERBX

Since launching five years ago, FLOWERBX has swiftly become the go-to florist in Europe for the fashion set. Founded by former Tom Ford PR supremo Whitney Bromberg Hawkings, the direct-to-consumer brand, available in Europe and the US, guarantees fresher flowers (cut to order in Holland) and zero waste (even the packaging is recyclable.) Reportedly the Beckham’s go-to florist to decorate their home.

FLORA STARKEY

Flora’s ephemeral colour arrangements are infused with a dark romance - focusing on seasonality, she will often use flowers and foliage grown on her farm near the Devon Dorset border. The London-based bespoke floral designer has a strong high-fashion fanbase in the form of brands such as Alexander McQueen, Chanel and Dior to London Fashion Week’s bright young stars – skilled in the art of creating arrangements and installations with A Midsummer Night’s Dream energy. 

BAXTERS FLOWERS

Darren Baxter’s uber-colourful and romantic designs have attracted an impressive client roster: from Kate Moss to Gucci. And while he’s a little elusive (he doesn’t have a website), the London-based florist is contactable via email - available on his Instagram page.

JAMJAR FLOWERS

The floral utopia in Kennington you need to know; founded by Melissa Richardson (former co-founder of London modelling agency, Take 2 Models) in 2009. In the past JamJar have created a ceiling of 6,000 hanging flowers at Sketch in Mayfair, floral sculptures for events and dreamy displays for the likes of Stella McCartney and Nick Knight. Lucky bunch, indeed.

MR FLOWER FANTASTIC

OK, so New York-based and a bit outside of the box, but we could not not include Mr Flower Fantastic. The (anonymous) New York-based artist transforms hyped footwear into massive flower sculptures, and truly we are obsessed. His tour de force was after recreating the Serena Williams x Virgil Abloh “QUEEN” Air Max 97 sneaker for the tennis star during the U.S Open.

main image | courtesy of asai 

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