The Future of Florals in Fashion and Beauty
There is a new definition for the meaning of “human nature.” Stemming from the biophilia trend, earthly elements will be increasingly intricately interconnected with our culture. From fashion to food, advertising to art, tourism and interior design, florals are sprouting up everywhere. The flowers of the future will be physically woven into the fabric of our everyday life. Let’s just say, they are blossoming beyond the garden. In this article, I will share the catalysts behind this trend, how this trend is taking shape within the fashion and beauty markets and some of the key people and brands leading the way.
@shesmercedes
As society seeks disconnection from our digital dependency, we are developing a deeper affinity for nature. Gen-z and millennials, who are desiring a closer relationship with the earth and seeking more sustainable lifestyles, have proven their fondness for houseplants and even marine materials like shells. But flowers are about to experience a new found fame. Not just patterns, not just prints, but live, lush, explosively tangible and textured flowers.
Fresh flowers fascinate us because they stimulate our senses, giving us a sense of freedom from our screens. They entice us: the exotic, the elaborate, even the only-average. In today’s hyper-speed, hyper-connected, chaotic culture, flowers are a breath of fresh air. They symbolize slowness, stillness, silence and serenity. The gradual process of gardening and growing new life signifies the value in cultivation and commitment, principles extremely underappreciated in today’s insta-everything environment. While we expect to be on-demand, flowers teach us that taking our time with something, or someone, can be a worth the wait. That the test of time can uncover a true treasure.
In a New York Times article titled “The Power of Wearing Flowers,’ the author writes, “Today, on the far side of the Industrial Revolution, the diminishment of nature brings a new urgency to these old, evanescent embellishments. Flowers may be one of the few things that still unites us as humans, as one tribe across the world.”
Flowers were one of the first adornments women wore to feel beautiful. While what’s on the outside is still judged, a core aspect of the meaning of beauty today also means blossoming on the inside. Like flowers, women are opening up, standing tall and speaking out like never before. Whether it’s the #MeToo Movement against sexual harassment or fighting for equal pay, women have found their voice, right alongside newfound fame for florals.
These factors have completely catapulted social content featuring flowers. The hashtag #flowers has over 171 million posts on instagram, while the hashtag #flowerstagram has nearly 21 million posts. These are massive numbers. This is in part due to the rise in botanical “plantfluencers” such as @justinablakeney, @yasminemei and @garments_of_eden who are fueling our fascination with flowers and inspiring plant purchases around the globe.
From a luxury fashion standpoint, designers like Rodarte, Adam Selman, Moschino, Dior, Dolce and Gabbana and Valentino have all recently created clothing centered on raw florals. In 2007, Alexander McQueen’s Spring / Summer Ready to Wear collection was a standout in terms of incorporating flowers into fashion and more recently were featured in his Spring / Summer 2017 work.
@moschino
Flower-based beauty looks crept up on recent runway shows such as: Rodarte, Valentino, Mansur Gavriel, Dolce and Gabbana and Delpozo. Preen models even donned fresh petal appliques on their face. Golden Barbie wore red roses in her hair at the met gala, one of the most talked about and re-created beauty looks of the night.
@preenbythorntonbregazzi
@dolcegabbana
And while florals are nothing new to the event design and marketing scenes, today’s flower displays truly extravagant. Massive, floor to ceiling floral walls, murals, installations are bringing life to restaurants, stores and museums all around the world. These quickly become influencer hot spots – especially the Miracle Mile flower garden in Dubai. Artists like Rebecca Louise Law are also designing cutting-edge floral scenes. Mid-market brands like Revolve, Intermix, and Kim Kardashian Beauty have all made floral imagery key elements within marketing events and campaigns.
So how do the biophilia and flower trends translate into consumer products? There is a whitespace opportunity for brands to incorporate dried, pressed and fresh flowers into consumer cosmetics and fashion. Below are a few brands already capitalizing on and pioneering this trend:
Dauphinette NYC: This brand creates one-of-a-kind floral masterpieces. Garden and wild flowers are sealed into transparent dresses, jackets and accessories. Her designs are delicate yet exciting.
@dauphinette.nyc
Blossom: These cosmetics feature dried flowers in their cuticle oil and lipgloss products, coming with a beautiful floral scent.
@blossomisbeauty
Jane Safarian: She creates press-on nail sets and sticker decals made of pressed, miniature flowers. The DIY community adores this delicate and dainty craft.
@janesafarian
Lewis Miller: He is creating a new kind of floral street art, with floral displays in New York quickly becoming highly photographed, fan favorites.
@lewismillerdesign
Expect to see more:
> Fresh flowers in fashion designs
> Fresh flowers in hair and makeup styling
> Dried flowers in fashion designs
> Dried flowers in beauty products and packaging
These one-of-a-kind products offer a niche, handmade, Etsy-like feel, yet they give off a feeling of luxury and romance. Moreover, they capture the essence of the earth and speak to sustainability, which gen-z audiences will be eager to buy into.
Brands can integrate this budding trend into cross-category products to drive business growth and bring it to mainstream markets. From consumer products to marketing and events, how can your brand stay fresh with flowers?