, interiors and gardens which evoke an idealised vision of country life – has been a dominant lifestyle trend for a while. Floral homeware – bloomcore if you must – gives a hit of botanic style without going for the full rustic aesthetic.
The secondhand furniture marketplace Narchie reports that sales of floral homeware – everything from candles to tablecloths – have increased 60% in the last year. John Lewis’s new Japonica print has become an autumn bestseller in wallpaper. Hollyhocks have drawn the most customers for the luxury lifestyle brand House of Hackney, in wallpapers and textiles.
JamJar Edit is an online shop specialising in pressed flower art and decorated furniture. Founders Melissa Alexander and Amy Fielding also run a floral design studio. Fielding thinks that flower designs inside the home help people connect to nature outside.