fashion

BEHIND THE DESIGN: FLORAL FANTASY WITH JOE HORNER

Meet Sheffield-based visual artist and photographer Joe Horner, the inspiration behind our new season occasionwear collection. In this exclusive Behind the Design Q&A, Joe delves into the inspiration behind his award-winning artwork, his creative process, and the thrill of seeing his vision come to life in elegant womenswear. Floral Fantasy, our limited-edition occasionwear collection, is designed to celebrate the vibrant beauty of flowers in Joe's work, making every special event unforgettable in 2025. Whether you're attending a wedding, a spring garden party, or looking for a dress for the races, these statement-making pieces are guaranteed to spark compliments.

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What inspired you to work predominantly with flowers?

I grew up with my mum, an avid gardener, and spent hours in the garden as a kid. I was obsessed with flowers, bugs, and just being surrounded by nature - it all started there.

Why do you think fashion has such an enduring love affair with florals?

I think fashion loves florals because they bring so much joy and beauty, even though they’re not essential. They add vibrancy and a sense of nature, making everything feel fresher and more expressive. It’s why florals never really go out of style.

What was it like to work with a fashion brand and see your work inhabit a new platform?

It’s always special to see my work take on new forms, especially when it’s worn by someone. The idea of seeing my art come to life in the real world is incredibly exciting and rewarding.

Can you describe your creative process for your photographs?

My process is simple but personal. I pick and arrange flowers, then freeze them in ice. As the ice melts and the flowers wilt, I capture the moment through photography. It’s a way to give these fleeting creations a second life. It feels therapeutic, turning something fragile into art, even if just for a moment.

What mood or feeling do you think this collection evokes?

I think this collection captures the feeling of a seasonal change - fresh, uplifting, and full of new possibilities. It’s that moment when everything feels renewed and exciting.

What’s your favourite piece from the collection and why?

I’m particularly fond of the pink and white orchid dress. The cut and floating layers create such a beautiful, fluid look - it’s absolutely perfect.

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