Flowers simply make me happy at any time of the year and they become more and more important to get a message across. I am not talking about the bouquet of garden roses I am getting from my boyfriend, but about the different fashion houses who spread their message and corporate idea through their flower arrangements. Either on the catwalk for their fashion shows, at their flagship stores or when you are a good client with the bouquet they send home to you along with an invitation or just to thank you for shopping with us.
The flowers are no longer a simple mix of seasonal blossoms but they become an artform and the florist is the inventor of that dream. We asked the big fashion houses who they commission for their flower installations and bouquets and think that this is a pretty nice idea to get your company’s message across.
HERMÈS: Thierry Boutemy, Brussels
When Thierry Boutemy did the set design in 2006 for Sofia Coppola’s movie Marie Antoinette, his career was all set. Stella McCarney, Dries van Noten and Lanvin are only a few of his high fashion clients. This season he is responsible for all Hermès flower arrangements and he still also takes orders for weddings and private parties. If you are in Brussels, just visit his shop and treat yourself.
Thierry Boutemy, Rue Vanderkindere 375, 1180 Uccle, Brussels
CHRISTIAN DIOR: Mark Colle, Antwerp
Mark Colle was one of the first florists who transformed the Dior catwalk into a flower installation, using up to a million roses to spread his message when he decorated the entrance of the couture show in January 2016. The friend of Raf Simons still keeps his little shop in Antwerp which helps him to stay grounded. We perfectly understand.
CARTIER: Baptiste Fleurs, Paris
Baptiste Pitou is one of the most famous florists in France. He made a name for himself by creating giant flower walls but his bouquets are pieces of art which makes you think and look twice. He is a master of beauty.
Baptiste Fleurs, 4, rue de l’Abbé Grégoire, 75006 Paris
PRADA, JEAN-PAUL GAULTIER: Fioraio Bianchi Caffè, Milan
When Carla Otto, the founder of one of the biggest fashion PR companies, needs a flower arrangement she goes to Fioraio Bianchi Caffè in Milan. This little shop creates flower bouquets for Miuccia Prada, Jil Sander, Jean-Paul Gaultier and many others.
The cafe and flower shop, which has delicious cakes and pastries, is covered in flowers and you cannot decide whether the smell of lilies or the scent of strong coffee makes you happier.
Fioraio Bianchi Caffè, Via Montebello, 7, 20121 Mailand
FENDI: Azuma Makoto, Tokyo
Azuma Makoto is not a florist, he is an artist and he creates the most surreal and exquisite flower installations exclusively for the Italian fashion house Fendi. When you enter the latest flagship store in Ginza, Tokyo, you are not sure at first what you see: is it alive or a plant? He pinned Fendi’s typical fur balls on branches of trees, calling it botanical haute couture. Margiela and Issey Miyake are also on his top client list.
A German version of this article by IRMA just appeared in ICON magazine:
IRMA is now a regular contributor to this weekend supplement of Welt am Sonntag. Read her articles in ICON, both online and in print.