Hermès, DVF and Theory are partners with the LEAF Flower Show

LEAFthe annual flower festival held in Manhattan, this year teamed up with a range of fashion boutiques to set up a colorful exhibition of diverse flowers across the Meatpacking District.

The event ran from Friday to Sunday and showcased the work of various floral designers in an effort to pay tribute to the resilience and dynamism of New York City. Set up as a local farmers market, locals and visitors were invited to walk around the district to enjoy the unique arrangements of different florists from the three states.

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Leatal Cohen, picture and petal for LEAF

Brands including Hermès, Diane von Furstenberg, Theory and Rag & Bone have collaborated with florists to create creations specific to their particular aesthetics.

LEAF founder Moira Breslin says BAZAAR.com to her inspiration for the festival came from admiring all the great flower exhibitions from around the world – but what makes this one different is that it also welcomes “the care, energy and strength of our city”.

“It is a privilege to be able to work closely with teams in Hermès, Loro Piana, Brunello Cucinelli, Santa Maria Novella, Theory, Diane von Furstenberg and many others, pairing them with the city’s best florists to redesign their brands and collections through the arts floral design, ”she says.

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Leatal Cohen, picture and petal for LEAF

Hermès has partnered with McQueens Flowers, headquartered in Manhattan’s NoMad district.

“Community is essential to who we are as a brand, so it was important for us to be able to participate in another LEAF event. Seeing everyone combine fashion, food and flowers together in a European-style market was a great way to start. summer and celebrate our theme of the year, lightness, ”says Hermès BAZAAR.

    Outside of its Meatpacking store, McQueens has set up a series of ethereal white floral arrangements of gypsophila that seem to float, as well as a bubble machine that adds to the sense of airiness and joy that the French fashion house has touched this season.

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    Leatal Cohen, picture and petal for LEAF

    Theory has also teamed up with McQueens Flowers to create a living artwork featuring flowers for the season that served as inspiration for the collection’s summer 2022 collection palette. These were yellow and orange eremuri, gladioli, dragons, chanterelles, peaches, primrose, solidaster, orchid oncidium, blue and purple dolphin, pink hydrangeas, agapanthus, peonies and garden roses.

    “The story of the founding of Theory took root in New York, 25 years ago this year. In recognition of our roots and the city that still inspires us, Theory has designed a floral dagger complete with stairs, awning, branded flower picks, and custom Theory newsprint covers. “, they tell us from the brand. “When we knew the LEAF would be returning to our neighborhood for the second year in a row, we were happy to have the opportunity to make a significant contribution to the beauty of the weekend.”

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    Leatal Cohen, picture and petal for LEAF

    “Each installation was very different and unique for the brand in question. The theory came to us and asked us to create the world’s tallest New York dagger, so that was their vision, and it was a lot of fun to see it come to life,” he says. creative director of McQueens Flowers Emily Mathison. “Hermès had a different approach, and we created these beautiful clouds using gypsophila flowers, and even hid two bubble machines, to create a weird moment.”

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    Leatal Cohen, picture and petal for LEAF

    Diane von Furstenberg’s floral creation perfectly reflected the explosion of bright shades and joyful prints of the spring-summer collection.

    “At DVF, we like to be involved in our community, and Meatpacking BID does a great job of curating seasonal activities to bring fresh, diverse hiking and tourism to the area,” says DVF Studio. “This year we were especially excited about LEAF because nature has been and always has been at the core of our design inspiration. The partnership with FTD and Manscapers has revived that part of our brand.”

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    Leatal Cohen, picture and petal for LEAF

    Rag & Bone’s approach to the partnership was a little different. The brand, known for its neutral tones, boho vibes and desert-inspired street style, worked with April Johnson at Flower Psycho to create a dry arrangement of wildflowers made from highly pigmented but earthy blue burdock and chimney. “The mixture of colors and textures represents the ease of summer and the shades of prominent styles in the collection,” says the brand. BAZAAR.

      They add that the installation subtly references Rag & Bone’s collection before the fall of 2022 – “a collection of optimism and unexpected contrasts ready for summer.” They say: “Feminine pink and denim blue in the collection were the starting point for the entire installation palette. Attractive flower textures were displayed along the entrance to the store and wrapped around a bench in front of the store where customers often relax and enjoy neighborhood locations. . ”

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      Leatal Cohen, picture and petal for LEAF

      Santa Maria Novella, a luxury pharmacist from Florence, Italy, also created a dreamy dry flower showcase together with Popup Florist to complete the launch of her first perfume water, L’Iris, made from all-natural ingredients.

      CEO Gian Luca Perris says: “For 800 years, natural ingredients have been the basis of our pharmacy art. The inspiration behind our installation comes from the floral decor of our leading museum shop in Florence and represents all the flowers we use in our products.”

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      Leatal Cohen, picture and petal for LEAF

      The LEAF Flower Festival, which debuted in 2021, will return to the city next year for another spring celebration.

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