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

This week, continues a six-part series that looks at floral trends we see emerging for 2021 and beyond. With a stylistic return to the basics, innovation is also inherently sparked. With the burden of the global pandemic’s aftermath in mind, our thoughts have turned to six inspiration themes: nature, home, spiritualism, reaction, resilience and amusement. All based on what we know, and all reimagined with the essential creativity that helps us survive and flourish in the modern world.

Our second trend is called FRAY, a trend centered around the concept of “resilience.” For our purposes, we are using the word “fray” to refer to the beauty of rustic imperfection and the aged patinas in both nature and craft.

The consequents of age are glorified with organic shapes, raw edges, weathered surfaces, worn textiles and washed-out colors.  Fray has roots in ideas ranging from wabi-sabi, the traditional Japanese aesthetic world view centered on the acceptance of transience and imperfection, and shabby chic, a style of interior design where furniture and furnishings are chosen for their signs of wear and tear. However, the spirit of fray is more rebellious than reductive. Relying heavily on desaturated tones to set the stage, while varied hues of denim, dusty rose, mossy green and old gold dominate.

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.