Floristry Is Hot: Especially In The Fashion Biz


I’ve been seeing the word “Floristry” showing up a lot lately.

  • Since it was a term I was not familiar with (vs. florist or gardening), I checked it out and WOW.
  • A whole new creative industry is being born.
  • The really exciting stuff is happening right at the intersection of fashion, social media, and e-commerce.
  • Many of floristry’s leading names come from the fashion and art worlds.

Here are 5 key events that kicked off this trend going all the way back to 2010:

2010: Instagram and Pinterest are founded.

  • Access to photo sharing on social media makes this trend possible, providing opportunities for floristry startups, disrupting the status quo.
  • Based strictly on their social media accounts, floral designers are finding themselves hired to design weddings and events all around the world,

2012: Raf Simons’ debuts his first Dior show with “flower walls” commissioned from Belgian florist Mark Colle.

  • Overnight, the flower wall trend is born, becoming especially popular for Instagram-friendly weddings and industry events. (All documented in Dior and I)

2013: Anna Potter, founder of Swallows and Damsons, is one of the first florists posting on Instagram.

  • Her unstructured and garden-inspired style of floristry attracts a huge following (currently 154K).

2015: Whitney Bromberg Hawkings, former SVP at Tom Ford, co-founds Flowerbx.

  • Her big idea came when she realized there was no digital service offering a consistent, simplified approach to sending flowers.
  • Backers include former Net-a-Porter chief executive Mark Sebba, Carmen Busquets and Natalie Massenet.

2017:  Rodarte show at Paris Couture Week

  • The flower accessories and adornments make front page news.

Read on below for more on the most influential names in the floristry world.


Joseph Free, LA-based, creator of bespoke arrangements.

  • He has worked with Rodarte’s Mulleavy sisters for two seasons. He also frequently collaborates with artist, Willem de Rooji.


Eric Buterbaugh, another LA-based florist told BoF he sees his business as a fashion brand.

  • In 2015 he added floral fragrances and candles to his line-up (sold at Saks Fifth Avenue and Le Bon Marché in Paris).
  • He’s also been commissioned to create floral pop-up spaces in fashion boutiques and department stores such as Bergdorf Goodman.


Saipua and Nicolette Camille, NY-based.

  • The driving forces behind the Dutch Masters trend which both Dries van Noten and Jil Sander were inspired by for their stage shows recently.


Flora Starkey, turned to floristry in 2012 after running her own fashion label, Superfine.



Carly Rogers, London-based, recently chosen to represent British Flowers Week.

  • Arranges enormous installations in venues such as Mayfair restaurant Sketch.
  • In an interview in the Telegraph she notes: “floristry has become an aspirational and attractive career choice”.


Anna Potter, Yorkshire-based, got into floristry after getting a degree in fine art.

  • Her shop is one of the most lusted-after on Instagram: her “little community flower shop” has 154,000 followers
  • She has been hired to arrange flowers for weddings in Italy and France based on her social media presence alone.


Business of Fashion



Share this post on: