Blooming on Instagram … why Generation Z got into flower arranging | Hobby


Once upon a time floral arrangement was the preserve of the 1950s housewife accessorizing the kitchen table, perhaps with the help of hard-working members of the Women’s Institute. Now the floristry is attracting a younger, cooler crowd to impress their Instagram followers.

The owners of sage, a florist in Peckham, south London, which runs monthly bouquets and vase arranging classes, has seen a huge increase in interest from young people since it opened. “It’s the kids in their mid-twenties to mid-thirties who are coming. It’s super popular and they’re full, ”says 25-year-old co-founder Iona Mathieson.

Others agree. “It’s definitely getting more and more popular, especially with younger people,” says Helena Willcocks, 31, founder of The award florist, including flower arranging workshops in West Yorkshire and London, cost around £ 60 for an hour and a half. “Over the past year, we’ve seen a 30% increase in the number of people coming. It’s a trendy thing to do. It is obvious who reserves them.

What is behind the rise in popularity? Some say it’s an extension of the recent trend for houseplants, the sense of pride in being a “plant parent” and the home-made movement. Others, less idealistic, attribute it to Instagram. “The flower arrangement is so colorful and immediate and that’s how we see life these days, in these brightly colored squares,” says Emma Weaver, 30, founder of Palace in Shoreditch, east London.

Willcocks agrees. “Is Instagram a factor? Oh yeah, 100%, depressing. People want to photograph their work, in fact, they want to photograph all the way, ”she says. “I try to encourage them not to be on the phone but to be surrounded by flowers.”

Heston Blumenthal, who last week took a shot at diners who spend more time grabbing their food for social media than eating it, is said to be sympathetic.

The new wave of floristry has become more artistic. Mathieson says people are bored with traditional bouquets. “It’s art through flowers, as opposed to the old grandmother,” she said.

Many incorporate different materials. “It’s very sculptural. We use anything from melted plastics to custom metal frames and do a lot of carpentry alongside more traditional floral arrangements, ”says Weaver. “We bring the two together and make it more of an art form.”

George Plumptre, Managing Director of the National garden program, thinks that young people appreciate the benefits of connecting with the natural world. “Flower arrangement can be extremely therapeutic and creative. It gives a wonderful feeling of well-being, ”he says.

Amy Montague, 33 from Nottingham, who has attended flower arrangement workshops, agrees. “It’s a creative outlet for my work in online consulting and it’s relaxing,” she says.


Rosalie M. Dehner