This week, flower.style begins a six-part series that features floral trends we see emerging for 2021 and beyond. While trend reports—which generally serve as simple style directions to validate products or services—have become ubiquitous, our lookbook of options goes a step further. They embrace collective design disciplines to find colors, flowers and moods that reflect the current fascinations, aspirations, lifestyles and play styles of floral professionals, enthusiasts and consumers.
Each week (for the next six weeks) we will present unique color stories and floral combinations—illustrated with original images and specific color palettes—to provide a springboard for your inspiration to commence; because our concept of trend is dynamic, personal and constantly evolving.
As our current times lead to a stylistic return to the basics, innovation is also inherently sparked. With the burden of the global pandemic’s aftermath in mind, our thoughts have turned to six inspiration themes: nature, home, spiritualism, reaction, resilience and amusement. All based on what we know, and all reimagined with the essential creativity that helps us survive and flourish in the modern world.
First up is a trend we are calling FOLK, which is centered around the concept of “home.” Pantone dubbed a similar forecast “Folkloric” in their home + interiors 2021 forecast, while just recently, Taylor Swift released an entire album (folklore) along comparable themes.
So, we begin in good company with the word’s strict definition. “Folk” refers to the members of a people who determine the group character and preserve its civilization, culture, legends and superstitions from generation to generation. Yet for us, it’s more than a passing down of ideas; it’s a reframing of the aesthetics of a place where we feel comfortable and safe.
More relevant than ever, the security of home provides an emotional and physical haven from our new world of imminent danger. Salvaged textures, domestic patterns with a new twist and earthy hues with storybook intensity lend a grounding effect. The palette (composed of mostly strong, warm tones) is tempered by the familiar blues of indigo and cobalt, while the flowers tend to focus on varieties that are easily recognizable and even old fashioned—think heirloom varieties. Containers and accessories favor nostalgic themes with a penchant for antique finds, memorabilia and artful DIY crafting.
Creative Director: Talmage McLaurin began his floral career in a family-owned flower business. In 1990, he launched a 23-year career in floral publishing, during which he contributed to more than 400 issues of Florists’ Review and Super Floral magazines, and was featured in more than 20 books for florists as the Creative Director and Publisher for Florists’ Review Enterprises. He was inducted into American Institute of Floral Designers (AIFD) in 1988 and has made eight presentations at their National Symposiums. In 2008, Talmage received the AIFD award of Distinguished Service to the Floral Industry. Talmage resides in Ft. Lauderdale and is part of the creative teams at Sunshine Bouquet Company, Esmeralda Farms and Nature’s Flowers in Miami, Florida.
Color Consultant: Leatrice Eiseman is Executive Director of the Pantone Color Institute and founder of the Eiseman Center for Color Information and Training, where her work includes color consulting for industry and forecasting. She is the author of ten books on color and presents color seminars internationally. Lee contributes to a color forecast for professionals, Pantone View Home, on a yearly basis and contributes to the Pantone View Color Planner twice yearly. Seasonally, she contributes to Pantone’s Fashion Color Report and the selection of Pantone’s Color of the Year. She is a member of Fashion Group International, Industrial Design Society of America, an associate member of American Society of Interior Designers and a founding member of The Academy Museum of Motion Pictures and the American Film Institute. Among several of her awards, both the New York Times and Fortune Magazine have featured her as one of the top decision makers for her work in color.
Photographer: Maxine Helfman is a self-taught, late bloomer. After spending years as a stylist and photo art director, the only way to truly realize her vision was to get behind the camera. She has since been shooting commercially for advertising and editorial clients, while pursuing personal projects. Her work has been recognized by PX3, IPA, Lucie Awards, CNN, Critical Mass, British Journal of Photography, PDM and Communication Arts. Her images are part of the permanent collection of Sant Barbara Museum of Art and The Museum of Fine Arts Houston.
