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Blooming marvellous: the fashion industry is loving these female-founded new-gen florists

Blooming marvellous: the fashion industry is loving these female-founded new-gen florists

SAGE Flowers in Peckham designed the flowers for Rihanna’s BFA after-party In mid-December Rihanna was awarded her first-ever British Fashion Award for her LVMH-owned brand, Fenty. To celebrate, the songstress hosted an after-party which saw its high-profile attendees ( Kaia Gerber and Iris Law to name just a few) pose in front of an assortment of statement blue roses, hydrangeas, delphiniums, pampas grass, asparagus fern and gyp as they entered the Fenty lair. The interior of the party, which was hosted at West London’s Laylow, saw an eclectic mix of white and pink blooms line both floors of the soirée. Each crop had been meticulously placed, arranged and styled by Romy St. Clair and Iona Mathieson of Peckham-based SAGE Flowers , the floristry company they founded in 2018. “It was super fun. Rihanna’s stylist and collaborator Jahleel Weaver got in contact directly with us about them, as our friend Grace Ladoja (Skepta and Mabel’s manager) told him that if he needs flowers, he should come to us,” Mathieson explains. Despite having no formal training, the girls have also designed the flowers for ASAI , Gucci , Glossier , Christian Louboutin and Nike , to name just a few. SAGE’s floral arrangements for the Fenty BFA after-party (Rex Features) Renowned Londoner Flora Starkey is renowned for her ethereal arrangements . Her skills have been employed by the likes of Alexander McQueen, Vivienne Westwood, Givenchy and reportedly even Kate Moss. McQueens has been lending its luxe petals to the fashion world’s elite since it first opened in Shoreditch in 1991, while Scarlett & Violet has also been serving London’s fashion scene since 2006. But increasingly brands are providing an opportunity for a fresh crop of new-gen florists, such as SAGE, to flourish. “For us, the big moment was our first job […]

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