Each year, the fashion industry waits with bated breath for the release of Vogue’s venerable September issue. This year, the 126-year-old magazine thrust flowers in the spotlight with its cover, which featured superstar chanteuse Beyoncé wearing a jaw-dropping floral headdress.
British florist Phil John Perry created the massive structure of luxurious blooms, including peonies, garden roses and anthurium. “My fingers were bleeding by the end!” he said in an Instagram post Monday that got more than 500 likes and nearly 100 comments. Around the world, floral professionals rejoiced seeing flowers receive such prominent placement on newsstands.
“Flowers on the front of Vogue — this is the world I want to live in!” said Jennifer Harvey, CAFA, CFD, a freelance designer and consultant in Brockville, Ontario.
“This cover is giving me life!” echoed Melissa Tinajero, owner of Moelleux Events in Phoenix.
A vocal contingency of florists also quickly noticed that Vogue’s social media posts announcing the cover credited the photographer and fashion editor but neglected to name a floral designer; they begged the magazine to reveal the artist and tag him. Perry’s name eventually surfaced through word-of-mouth in online comments, prompting some to correct the oversight with their own posts.
“I wish floral designers would receive more credit on social media. Look at this masterpiece from @philjohnperry for @rebelrebele8 in the new @voguemagazine. The artistry begins with the floral designer. Let’s give him a huge round of applause and follow him for inspiration!” Gotham Florist in New York City told its 12,000 followers.
The cover has also launched a stream of stories about wearable flowers. Yesterday, Vogue posted a piece titled, “In Honor of Beyoncé’s September Cover, the Best Floral Headpieces on the Runway.” The Guardian, Telegraph, The Washington Post, Cosmopolitan and People have also written about flower crowns this week.
Capitalize on the excitement by sharing the cover, talking about your ability to create similar designs for special occasions or even leading a flower crown workshop.
At Madeline’s Flowers in Edmond, Oklahoma, wearable flowers (flower headpieces in particular) are huge. “
Prom is practically a fourth holiday for us,” said Lacee Bilke, who runs the shop with her sister, Lenzee, and mother, Barbara. “Our high school customers crave wearable flowers — the more unique the better — and pay as much as $85 to stand out from the crowd.”
You can catch the Bilkes next month at SAF Palm Springs 2018, where they’ll share techniques for creating long-lasting pieces, tips for choosing high-impact flowers and foliage to minimize labor and strategies to market wearable flowers.
Click here for more details and to register.
This isn’t the first time Beyoncé has attracted attention to the floral industry. Her pregnancy announcement on Instagram in 2017 also featured over-the-top florals (in that case, permanent botanicals). Read more.