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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

This week marks the official completion of's series reporting on floral trends for 2021. The themes of our lookbook have shared colors, flowers and moods that reflect the current fascinations, aspirations, lifestyles and play styles of floral enthusiasts worldwide—and we hope they've inspired your creative endeavors for 2021 and beyond.

Our sixth and final lookbook trend, BRUT, is rooted in the brutalist design movement. "Brutalism” is a style of architecture or art characterized by a deliberate plainness, crudity, or violence of imagery. It was first applied to functionalist buildings of the 1950s and 1960s that used steel and concrete in starkly massive blocks. This movement evolved to a broader influence to include fashion, art and graphics, and is currently experiencing a resurgence in popularity.

For florals, the contrasts of static versus fluid, hard versus soft and masculine versus feminine are exaggerated in this alternative expression of neo-goth style. Delicate pastels with a tinge of artifice battle the primitive tones of brutalist and industrial hues of charcoal, gray and brown to create a reactive world of calculated tension.

Creative Director: Talmage McLaurin began his floral career in a family-owned flower business. In 1990, he launched a 23-year career in floral publishing, during which he contributed to more than 400 issues of Florists’ Review and Super Floral magazines, and was featured in more than 20 books for florists as the Creative Director and Publisher for Florists’ Review Enterprises. He was inducted into American Institute of Floral Designers (AIFD) in 1988 and has made eight presentations at their National Symposiums. In 2008, Talmage received the AIFD award of Distinguished Service to the Floral Industry. Talmage resides in Ft. Lauderdale and is part of the creative teams at Sunshine Bouquet Company, Esmeralda Farms and Nature’s Flowers in Miami, Florida.

Color Consultant: Leatrice Eiseman is Executive Director of the Pantone Color Institute and founder of the Eiseman Center for Color Information and Training, where her work includes color consulting for industry and forecasting. She is the author of ten books on color and presents color seminars internationally. Lee contributes to a color forecast for professionals, Pantone View Home, on a yearly basis and contributes to the Pantone View Color Planner twice yearly. Seasonally, she contributes to Pantone’s Fashion Color Report and the selection of Pantone’s Color of the Year. She is a member of Fashion Group International, Industrial Design Society of America, an associate member of American Society of Interior Designers and a founding member of The Academy Museum of Motion Pictures and the American Film Institute. Among several of her awards, both the New York Times and Fortune Magazine have featured her as one of the top decision makers for her work in color.

Photographer: Maxine Helfman is a self-taught, late bloomer. After spending years as a stylist and photo art director, the only way to truly realize her vision was to get behind the camera. She has since been shooting commercially for advertising and editorial clients, while pursuing personal projects. Her work has been recognized by PX3, IPA, Lucie Awards, CNN, Critical Mass, British Journal of Photography, PDM and Communication Arts. Her images are part of the permanent collection of Sant Barbara Museum of Art and The Museum of Fine Arts Houston.