Like pictures, flowers speak more than words. They also seem to be having something of a moment in the fashion spotlight, everyone from Oasis to Dazed and Confused have gone wild for florals. So we decided to catch up with Hattie Fox, Creative Director and Founder of That Flower Shop who have collaborated with everyone from Diesel to the BBC, to find out how she got to be so green fingered in the first place…
How did you discover your green fingers?
One of my earliest memories is my Dad teaching me what a root bound plant was, and apparently for my 8th Birthday all I asked my Mum for was a massive bunch of flowers (tell tale signs).
Then when I moved to London I think I felt quite out of sync – so decided to get a job working with plants because it was something I knew about. I started off sweeping the floors at a florist in Portobello, that was 8 years ago! Now we have That Flower Shop in Shoreditch, and every day I get up and I’m like ‘this is a good job to have’.
You’ve already worked with some amazing brands, who would your dream collaboration be with?
Million dollar question! There’s so many fashion & art people that have an amazing aesthetic and really inspire me, but I’m desperate to start a flower farm, so maybe a farmer if any farmer out there will have me! Or a foodie, I’d love to grow more flowers people could eat.
Where do you feel most inspired?
Normally at the flower market in the morning – there’s something really nice about spending 5am with people that appreciate the same things as you. Or at my grandparents’… They’re the most loving and encouraging people in the world!
Any top tips for beautiful bouquets?
If the colours look great together then go for it, loads of interesting leaves and herbs always bring out the best in blooms. Some of the most beautiful flowers only last a day or two, think of them like food and enjoy them whilst they last!
And finally, what are you listening to in That Flower Shop at the moment?
Haim – Falling: This has made it on the shop and van soundtrack
Solange – Losing You: I love the video
DANGERDOOM – Benzie Box Opiuo Rework: For late night wedding prep!