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Fleurs de Villes stage spring couture for thousands in Covent Garden

Fleurs de villes covent garden london flower dresses 0

Last week, twelve top florists partnered with twelve world-class brands to create an immersive display of luxury floral couture in London’s Covent Garden. Organised by Canadian experiential brand Fleurs de Villes, the show has been seen in cities such as Los Angeles, Chicago and Vancouver, and this is the second time these floral mannequins have made an appearance in London.

Lined-up along Covent Garden’s iconic Central Avenue, the impressively dressed mannequins were in place for five days. Blending luxury floral couture with bespoke mannequins dressed in fresh blooms, over 100,000 people were expected to see this floral talent and a pop-up fresh flower market added to the weekend buzz.

Garnering what its organisers call “stop in your tracks engagement”, Fleurs de Villes aims to champion floral design and promote flowers in a unique way, showcasing the skills of florists to the thousands of people visiting central city attractions. Co-founder Karen Marshall described the shows as, “connecting the public with a free sensory experience they won’t see anywhere else.”

Each leading florist was paired with a big-name brand to design a strikingly different display.

Amie Bone Flowers – National Portrait Gallery
Jamie Aston – Flowers by Kenzo
Ricky Paul - Sushisamba
Pinstripes & Peonies – Raymond Blanc
Stock Florist - Taittinger
Covent Garden head gardener Kenny Raybould – Covent Garden
JUNE IN MARCH – Olivia Burton London
The Covent Garden Academy of Flowers – Brocket Hall Estate
Bloomin’ Jacks – Fentimans
Farima Perry – Wicked the musical
All for Love London - Fentimans
WILDABOUT - Godiva

Fleurs de villes covent garden london flower dresses 1Ricky Paul / Farima Perry

 

Fan favourite
Over the course of the exhibition, the public were encouraged to vote for their favourite mannequin to win tickets to Jardin Blanc at the RHS Chelsea Flower Show. A big congratulations go to Amie Bone and her team on winning the coveted ‘fan favourite’ title for their spectacular floral portrait of Elizabeth I with the National Portrait Gallery. Farima Parry with Wicked came second place, and Stock Florist with Taittinger came third.

Judged awards
During the exhibition preview evening, a panel of judges – Karen Barnes, Sarah Hills-Ingyon and Frances Fenwick – scored each design according to the strict UK Floristry Judges Guild system. Winners were announced in categories such as Best in Show, Most Realistic and Florist’s Favourite, which is a particularly coveted prize as it’s voted for by florists’ peers.

Winners
Most Realistic – Jamie Aston with Flowers by Kenzo
Most Original – Pinstripes & Peonies with Jardin Blanc
Best in Show – Blooming Jacks with Fentimans
Florist Favourite – Farima Perry with the musical Wicked

An extra special Fleurs de Villes mannequin is currently on display at RHS Chelsea Flower Show, created by WILDABOUT, who won the judges’ Best in Show at the 2018 Fleurs de Villes event. Botanical drinks company Fentimans also partnered with the event and brought a Pink Rose Lemonade Land Rover, covered in flowers, to the area.

 

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Bloomin' Jacks / Covent Garden Head Gardener Kenny Raybould

 

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WILDABOUT / JUNE IN MARCH

 

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Stock Florist / Jamie Aston

 

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Pinstripes & Peonies / All for Love London

 

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Covent Garden Academy of Flowers / Amie Bone Flowers


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TOM-BROWN

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