Unveiling the American Flowers Week 2020 “Botanical Couture Collection”

In its sixth year, a social media campaign like American Flowers Week (June 28-July 4) is one important tool that returns the floral marketplace to its roots.

At its heart, American Flowers Week focuses on the origin of each beautiful stem, where it comes from and who is the grower behind that bloom. The campaign also shines a light on floral design, promoting domestic flowers and foliage as a desired product category, inspiring professionals and consumers alike with a new aesthetic connected to locality, seasonality and sustainability.

Designed by members of the Slow Flowers Society, the 2020 botanical couture collection for American Flowers Week presents cut flowers re-imagined as a wearable art. These floral fashions combine fantasy with reality, imagination with technique, inventiveness with grit. Flowers are fleeting, yet sensory and evocative, inviting us to view the natural world as a true art form. American Flowers Week captures imaginations and sparks curiosity. It is a true celebration of the artists who grow flowers and the artists who design with them.

Read more and check out the pictures here.


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