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BRUT-inspired arrangement featuring assorted mums, callas and Asters.

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Lookbook 2021: BRUT's Split Personality Transports Us to a World Where Delicate Florals Contrast with Modern Design at Its Most Radical

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April 16, 2021 Lookbook 2021: BRUT's Split Personality Transports Us to a World Where Delicate Florals Contrast with Modern Design at Its Most Radical

Completeing our 2021 lookbook series, our sixth and final trend, BRUT, is rooted in brutalist design. "Brutalism” is a style of architecture or art—first applied in the 1950s and 1960s—characterized by a deliberate plainness, crudity, or violence of imagery. This movement evolved to a broader influence to include fashion, art and graphics, and is currently experiencing a resurgence in popularity.

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April 9, 2021 Lookbook 2021: VERT Turns Earthward for Inspiration in Three of Its Four Elements—Land, Water and Sky

Our fifth lookbook trend for 2021, VERT, refers to lush, leafy foliage and heralds the vitality of new growth. With nature as the most authentic source of inspiration, vert's celebration of patterns and colors foraged from the land, water and sky make us look earthward; this provides a reliable recipe for design with universal appeal.

Flower.Style35: Focused on Education and Design, Hitomi Gilliam Has Learned Perfection Is Overrated and Hopes We Stop Painting Fresh Flowers

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April 2, 2021 Flower.Style35: Focused on Education and Design, Hitomi Gilliam Has Learned Perfection Is Overrated and Hopes We Stop Painting Fresh Flowers

With an unyielding passion for education and design mechanics, Hitomi Gilliam has made her mark on all aspects of the global floral industry.

The Surprising Sunflower Energizes Body, Soul and Planet

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March 31, 2021

The Surprising Sunflower Energizes Body, Soul and Planet

Don't let that sunny face fool you. This is no humble prairie weed. It’s an earth-saving wonder, and a powerhouse of beauty and nourishment.

Lookbook 2021: CAMP Purposely Tickles Our Funny Bones With Outrageous Wit and Entertaining Floral Banter

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March 26, 2021

Lookbook 2021: CAMP Purposely Tickles Our Funny Bones With Outrageous Wit and Entertaining Floral Banter

Our next lookbook trend, CAMP, uses elements that are absurdly exaggerated and often fuses themes of high and popular culture.

Urns and Their "Form-Meets-Function" History

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March 24, 2021

Urns and Their "Form-Meets-Function" History

While urns are a modern classic for displaying cut flowers, research reveals that early forms were defined for their utilitarian function.

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March 19, 2021 Lookbook 2021: META Transcends to Reflect Multi-Layered Belief Systems That Bring Solace During Times of Uncertainty

This week, flower.style continues a six-part series that looks at floral trends emerging for 2021. Our third trend, META, comes from the Greek word for beyond, after or behind. From Christianity to Zen Buddhism and everything in between, the icons and motifs gather to inform the elements of meta.

Taylor Swift Takes Center Stage at the 2021 Grammys Wearing Cottagecore-Inspired Florals

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March 15, 2021

Taylor Swift Takes Center Stage at the 2021 Grammys Wearing Cottagecore-Inspired Florals

The self-professed queen of cottagecore, Taylor Swift, stuns in a long-sleeved Oscar de la Renta mini dress at the 2021 Grammy Awards. Swift’s 70s-esque dress was an absolute show-stopper, showcasing intricate floral appliqués that bring fresh garden flowers and the cottagecore aesthetic to mind.

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March 12, 2021 Lookbook 2021: FRAY Finds Lasting Beauty in a World Filled With Imperfections, Desaturated Colors and a Patina of Age

This week, flower.style continues a six-part series that looks at floral trends emerging for 2021. Our second trend, FRAY, centers around the concept of “resilience.” For our purposes, we use the word “fray” to refer to the beauty of rustic imperfection and aged patinas in nature and craft.

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March 9, 2021

The Joy of One

Although we all love a big and blousy mixed bouquet, there is a movement—observed especially in Europe—that celebrates flowers on a smaller scale. Of the trends motivated by this mood, today we spotlight single stem arrangements. Whether you use one vase or a group of bud vases, the message is all about enjoying the simplicity. Can one flower make us as happy as several? Absolutely!

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March 5, 2021 Lookbook 2021: Who Knew That Spending So Much Time at Home Would Inform Our FOLK Style for 2021?

We begin the flower.style lookbook series with FOLK, a trend centered around the concept of "home."

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February 26, 2021 Flower.Style35: German Designer and Publisher, Klaus Wagener, Finds His Inspiration in Family, Nature and Understatement

From world champion florist to book publisher, German designer Klaus Wagener is celebrated for his numerous contributions to the flower world.

Her Artful Images Are Worth At Least A Thousand Words, Probably More

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February 19, 2021

Her Artful Images Are Worth At Least A Thousand Words, Probably More

Still life or portrait, Maxine Helfman's images pose a question, cue contemplation and tell a story that invites the viewer inside.

Feeling Depressed About Canceled Flower Events? Relax, They’re Only A Click Away

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February 15, 2021

Feeling Depressed About Canceled Flower Events? Relax, They’re Only A Click Away

Most professionals, including florists, are now taking advantage of virtual technologies to connect with audiences easily—and safely.

With Predictions Down for Valentine’s Day Spending, Shifting Categories May Mean It’s Still Coming up Roses

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February 5, 2021

With Predictions Down for Valentine’s Day Spending, Shifting Categories May Mean It’s Still Coming up Roses

Valentine’s Day is the most popular period for U.S. flower expenditures, accounting for about one-third of all transactions for florist shops each year. For 2021, this means it will cost flower-minded lovers an estimated $2 billion (yes, with a B). And while spending projections for the upcoming holiday have taken a conspicuous dip, much optimism remains surrounding this year's gifting forecasts.

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January 29, 2021 Once the Cloudy Rose Filler, Now a Fashion Flower Icon

Oh Gypsophila, the uncontested cliché of the flower world. It feels as if it's been featured in every bridal bouquet and Valentine’s Day arrangement since the dawn of time, but we can never discredit gyp's ultimate claim to fame. No matter the occasion, this time-tested favorite will lend a romantic and sophisticated touch touch to any floral arrangement.