A Blooming Fabulous Bunch of Fashion and Interiors Collections Bring Joy to SS24

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Imerco Home Glostrop Copenhagen Denmark: Bloom themed range and shop window display. Photo by A.Howse
Imerco Home Glostrop Copenhagen Denmark: Bloom themed range and shop window display. Photo by A.Howse

In a hopeful, positive and creative reaction to the turbulent world that we live in 2024, a trend for colourful and decorative nature inspired items for the wardrobe, home and workplace has swept across London, England and beyond into Europe this season.

Lily of the Valley lights, colourful egg and daffodils, Tivoli Entrance, Vestervold, Copenhagen, Denmark
Lily of the Valley lights, colourful egg and daffodils, Tivoli Entrance, Vestervold, Copenhagen, Denmark

Bright handcrafted and commercially manufactured fashion and home interior products appear in boutiques in hundreds of high streets and out of town shops. Pretty wares in bold feminine shapes and organic patterns enliven the many one-off fairs and trading events that celebrate the joy of unique home furnishings and spring-summer apparel.

Traditional English style floral china on shop display with large painted floral sculpture. Fortnum and Mason, Piccadilly, London. Photo by kind permission of A-M Hartley
Traditional English style floral china on shop display with large painted floral sculpture. Fortnum and Mason, Piccadilly, London. Photo by kind permission of A-M Hartley

Clothing, furniture, fabrics, lighting, soft furnishings and accessories in multi-hued sustainable materials and a kaleidoscope of natural finishes enhance store windows and retail displays. The latest verdant designs are fresh and ready to stylishly grace home and office room spaces of any architectural period.

Whilst floral ranges are not ‘stop press’ news for spring, these garden themed pieces reflect our continuing desire for embracing the great outdoors. Most people are looking forward to more time outside in our backyards, green spaces and local parks this week. We want to surround ourselves with living things (or the idea of nature) to remind us of healthy new growth. The enjoyment and mental health benefits of getting out in nature and nurturing the development our precious green havens can be reflected in our homes and the places that we work and spend our leisure time in too.

Scandinavian Design shop window with large fabric flowers on branches and felt Easter eggs and bunnies. Photo by A.Howse
Scandinavian Design shop window with large fabric flowers on branches and felt Easter eggs and bunnies. Photo by A.Howse

Picking up on the flower power vibe there are thousands of UK residents and those residing in Europe sporting flowery jewellery, shirts and dresses to complement their lawn picnics, indoor plants and humble window boxes this June and July. A few lucky folks will be featuring their maximalist floral country sitting rooms in their summer parties, complete with bouquets from their own cut flower gardens.

Winifred Nicholson oil painting still life with flowers with other British modern painting exhibits at The Shape of Things: Still Life in Britain, Pallant House Gallery, Chichester, West Sussex. Photo by A.Howse
Winifred Nicholson oil painting still life with flowers with other British modern painting exhibits at The Shape of Things: Still Life in Britain, Pallant House Gallery, Chichester, West Sussex. Photo by A.Howse

There are also millions of bohemian bloom clad sun seekers that are everyone in between, who are all escaping to their ‘happy place’ to revel in petals, buds and leaves. Temporarily avoiding the looming election debates and other serious world issues that can be overwhelming at times for the best of us it is time to treat ourselves to celebrate the longest days outside.

The comforting colours and organic designs available to order at the moment evoke the happy days of past summers, picnics, rural festivals and simpler times for most of us. The enduring popularity of the ‘cottage core’ look is no coincidence. The majority of adults appreciate any opportunity to go ‘offline’ occasionally and sometimes like to switch off completely, from our incessant digital lives and the ‘constantly on’ lifestyles that most of us unintentionally lead today.

Flower themed Lego kits for sale at Lego, Tivoli, Copenhagen, Denmark. Photo by A.Howse
Flower themed Lego kits for sale at Lego, Tivoli, Copenhagen, Denmark. Photo by A.Howse

We predict that ‘analogue’ interiors (without screens and internet connected gadgets wherever possible) and vintage, upcycled handmade and handcrafted furnishings and clothing will continue to be really popular through 2024 and into next year. Most working (and studying) people are keen to carefully manage their work/life balance and create a non-stressful nest to spend time relaxing and recharging and enjoying the company of their closest loved ones.

Floral dresses and bright shirts on display at Monsoon, Waterloo, London. Photo by A.Howse
Floral dresses and bright shirts on display at Monsoon, Waterloo, London. Photo by A.Howse

Consumers are increasingly interested in owning less and owning better quality items (to quote the late great Vivienne Westwood). The public in general now like to understand the history and heritage of their possessions. Men and women of all ages are considering the environmental impact of the things that they buy and engage with, on a daily basis. This means considering carefully before buying anything and choosing classic favourites that will stand the test of time. This is true both when it comes to what to wear and also when setting up and developing a home. Nowadays many shoppers are replacing more durable items as they are worn and worn out and shunning cheap fast fashion fads.

This summer the retail buyers and talented craft makers have recognised that we need garments and interior elements that can easily add to our existing handed down and/or inherited furniture collections. Thrifty charity shop tables, chairs and cabinet furniture purchases are all the rage for many English adults lucky enough to be able to buy their own pads or long term rent unfurnished abodes. (along with for most young families that inevitably own some cheerfully customised Ikea storage basics).

Beautiful variegated rainbow shades, as well as lots of different pastel whites, contrast well with a selection of wooden stains or painted furniture from the last five or more decades. Harmonising greens suit the interior decoration of individuals living in house shares, apartments and houses with existing contents they have not chosen themselves. Renting means carefully introducing homeware that coordinates with what is left by the owner and there already. Therefore, acquiring any of the current blossoming and dendritic interior offerings that are available online or preferably for sale in physical local stores is perfect.

Vallensbaek Havn roses on resturant tables at sailing club, Denmark. Photo by A.Howse
Vallensbaek Havn roses on resturant tables at sailing club, Denmark. Photo by A.Howse

It is extra wonderful to extend this botanical home trend across a carefully curated capsule wardrobe. This option has the added benefit of seamlessly incorporating a treasured seasonal selection of tops, bottoms, dresses and suits into ‘the look’ of any abode. This is especially fortuitous if you happen to have clothing storage solution comprising of an easy to see open rail arrangement as a statement piece in a bedroom or any other ‘open living space’ arrangement.

Dressing rooms and interior of Moss fashion shop, Copenhagen, Denmark. Photo by A.Howse
Dressing rooms and interior of Moss fashion shop, Copenhagen, Denmark. Photo by A.Howse

Seasonal colour analysis assesses the colouring of men and women of all ages. One way to obtain a completely personalised and ‘pulled together’ look across all your fashion and home style is to order specific interior design items like ceiling lights and window curtains as well as wardrobe heroes such as jumpsuits and tunics and more, to specifically match any individual’s best and most becoming shades and tints. The specially chosen swatches of colour bring out the best in an individual person’s colouring and skin tone to help anyone look their best every day.

Floral trousers display with ceramic patterned vase at FatFace shop, Waterloo, London. Photo by A.Howse
Floral trousers display with ceramic patterned vase at FatFace shop, Waterloo, London. Photo by A.Howse

The sky is the limit to surrounding yourself with natural forms and plant embellished floral accoutrements. Now is a great time to invest in gorgeous necessities that stand the test of time, make you feel happy and bring back delightful sunny memories, whatever the weather.