Hayford & Rhodes for Catherine Walker & Co

Flower Power and the Summer of Love were the themes of this year's Chelsea In Bloom flower walk through the streets of London. Partnering with Royal couturier Catherine Walker & Co., Hayford & Rhodes brought floral couture to life. 

Emma Forsey, Hayford & Rhodes' Brand Manager' was the creative powerhouse behind the designs: "Using the Summer of Love theme, we wanted to create a concept that tied in with the high end fashion from Catherine Walker & Co. We focused on making an impact with the colours, and allow one individual flower to have it's moment. 

"With the umbrellas, we focused on almost psychedelic colours of Chrysanthemums, which gave the illusion of standing underneath a flower-coated sky. It also gave a traditional 'buy at a garage flower' a new lease of life. With our Hydrangea umbrella, using a signature Hayford & Rhodes flower, the pink of the flower really complimented with the model's dress.

"The headdresses, individually made by hand from soft Asparagus Fern and rare yellow Jasmine; pink Gypsophila and wonderful in-season Peonies had to be comfortable and not too heavy for the models, but we wanted to keep the wow-factor using texture and depth.

"Working with Catherine Walker & Co was the perfect brand partnership for Hayford & Rhodes, as we share a similar traditionally British heritage, design ethos and story. Much like the Hayford & Rhodes studio, the dresses are still made by hand in a seamstress studio in London. Seeing the seamstresses work reminded us of the art of floral design: It requires the same level expertise and technical knowledge of your craft, as well as the same creative process and attention to detail.

This project was featured in The Times, the Mail Online and People online. See more images on our blog.