Friday, 4 October 2013

I know many a girl who loves her florals (myself included) so you can imagine the excitement when we saw the S/S '14 catwalks blooming with poppies, daisies and roses. I always jump right in when florals reappear on the catwalks as my wardrobe is just made for this ultimate feminine trend (and has been since I can remember!) Ok, so it's pretty clear that I LOVE FLOWERS so it will come as no surprise that when I found out about a new floral fashion campaign, I was super-interested!

Florals have been influencing the fashion world since...well, forever! But it was news to me that the fashion world also has strong influences on flowers. Flower arrangements to be more specific. Trends come and go within floristry just as they do within fashion but a direct connection between the two industries is very rarely made. That is until now. 
In response to LFW's biggest S/S'14 trend, bloggers and florists from Interflora have teamed up to bring fashion into the floral world. Unsurprisingly, I've always had a strong interest in floristry and love choosing colours and styles which work well together to create unique arrangements. That's just what this new concept is all about and the combination of the two aspects in a different environment to usual, has resulted in some really beautiful creations. 
Bloggers began by choosing an iconic fashion designer they would like to portray through the power of
the flower. The selected few were Vivienne Westwood, Tom Ford, Mulberry, Paul Smith, L 'Wren Scott and Stella McCartney and they were translated brilliantly. The combination of colours and textures used to represent the brands resulted in beautiful flower arrangements to showcase the designers' iconic trademarks. The bloggers and florists worked together to create style moodboards and ideas for the final pieces, both using their expert knowledge to create a powerful end result. And wow is it powerful.
This is without-a-doubt my favourite arrangement. I love the colours, I love the textures and I love the accessories used. English flowers have been used to reflect the mulberry's classic English style charm. The overall look is extremely classy and delicate; the ultimate feminine dream.
Colour was essential in this creation. Sexy navy blues and purples catch the eye and create a continuous theme. Luxurious yet stylish vases were used for a luxurious finish.
Paul Smith's use of structure  is reflected in the neat rows of flowers, while an essence of masculinity is introduced with the rustic, rugged boxes. Feminine-looking flowers contrast against the masculinity and  create a beautiful subtle arrangement.
 More exotic flowers have been used in this design to reflect the glamorous, red-carpet feel L'Wren Scott is known for. Rich colours such as deep reds, regal purples and burnt oranges reinforce this luxury and tie the theme together.
Vivienne Westwood is known for her eccentric style and this design certainly expresses that. Exotic orchids and ornamental pineapples portray this side of the designer, while roses represent the classic, british influences she often uses. 

I'm really intrigued by this concept and absolutely love the final designs, I can just imagine them being focal points at all sorts of events.
Thumbs up to Interflora for coming up with this innovative idea, it's such a lovely thing to see and I really hope the campaign continues through A/W'14. I think some winter designer flower arrangements could be really striking! What are your thoughts on the campaign?

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