Florists You Need to be Following
BY ROXY ALLNUTT
The most innovative florists of today have developed a signature style that extends far beyond the flowers they use.
6 SEP - 2022
We’re moving past boho and all traditional styles - not sorry.
Vegetables, dramatic clusters of dahlia, flowering nasturtium - the daring florists of today are arranging the unexpected. Marrying ikebana-inflected minimalism with a dash of art deco. In contrast to the neat, symmetrical centrepieces that dominated the early 2000s floral aesthetic. These designers push the craft in new directions. They share a common source of inspiration, colour palettes, mood and unique proportions. It is always enticing to see what they will do next.
While this new style of floristry is wowing the world, we are lucky to name a few local based floral stylists with the talents to bring this essence to the table. The impact of Covid on the industry has meant high demand and less availability, wholesale prices are running at an all time high. Our favourite gurus have to be cost-clever with little compromise when it comes to making their masterpieces. Finding clients that understand the art, skill and innovation that come with flowers are hard to come by. This creates a continuous challenge of seeking creative opportunities but bound within financial boundaries.
Regardless of costs and briefs, it is abundantly clear that these florists are in a class of their own. Their inventive and thorough approach to floristry results in arrangements that are evocative of fine art. Phasing out traditional flowering for contemporary styles have helped these names establish themselves as some of the top floral designers. We have the lowdown on instagram accounts that you will swoon over.
Hattie Molloy is a floral artist based in Melbourne who creates playful yet elegant floral sculptures, displays, and installations. She is one of the highly individual, personality-driven floral designers who are pushing the craft in new directions. Setting the bar for possibilities for florists around the world. Hattie's eccentric designs encompass her signature style. Her nostalgic aesthetic is ever-evolving, so her work looks different depending on the time of year and the ingredients she is creating with. Her works are bold, colourful, and something you’ve never seen before.
Unconventional floristry is all the rave. Hattie is the charming Aussie talent that is bringing the unimaginable to life. No two works are the same.
The world of Lydia and Isabel is a magical one. And it smells good, too. Since establishing their practice many years ago, the floral artist’s joined forces to bring New Zealand a new kind of floristry. Their work has been in showrooms, major events and stores across her hometown of Auckland. Mixing a sense of unruly nature with elegance, Isadia loves the weird and wonderful as much as she values beauty. Their installations, sculptures, and displays are in high demand due to their arresting fusions of colour, form, and texture that push the limits of conventional floral arrangements. They blur the line between art, design and nature.
Isadia’s style is intuitive and naturalistic. Devoted to the seasons, she harnesses the beauties of what each month brings. Their account is filled with unstructured and beyond elegant designs that you will 100% screenshot for your future moodboards.
Moments of both movement and rest are incorporated into each of Westney’s creations. Loretta’s work is not your average bunch of flowers. This leads to architecturally inspired minimalist compositions that invite the eye to move from one element to the next. Each individual flower is treated as a work of art, and one of the defining elements of Loretta’s signature style is her fondness for unusual pairings, such as vines of baby tomatoes with a spray of queen anne’s lace (possibly foraged nearby her home) or millets with cloud-like blue hydrangeas.
Her work commonly extends well beyond the vase. With stray buds and vines that stay put after falling to the floor. Seen to nail multi-floral arrangements completed in a single shade and incorporating a strong contrasting accent colour to catch the eye.
With bright gerberas and anthuriums so fluorescent you’d think they’re fake, and a strong influence of astrology to lead their design decisions, XXflos offer a wide range of floral styling. XXflos uses flowers as a medium, a visual language and a means to create atmosphere. With 9 years of experience in the industry, they boast a mighty fine history of work. From weddings, to stage designs, to product shoots their language can be translated across the board.
Their stunning Melbourne store hosts a beautiful collection of goods handmade by other strong young women in their community. “We pride ourselves and the XXflos platform to bring more inclusivity and opportunity to female makers”.
It feels inadequate to refer to Madison Hartley as simply a florist. One look at her intrinsic floral installations and unpredictable creations and you can see why. The uniquely whimsical designs feel closer to the work of an artist than the traditional idea of floristry. It’s a conceptual approach that has earned Madison a reputation as one of the US’ most in-demand designers. With a devotion to seasons, a great eye for photography and a huge online audience. Hart Floral’s work has never disappointed.
Madison’s style exists in an entirely different world from most floral artists out there. They are deceptively simple and soulful, as are swept up from a field of wildflowers and dropped into a vase.