02/ Root Cause
Floral fashion isn’t especially ‘new’, then, but its prominence in contemporary style could perhaps stem from different sources. The growth of floral fashion, says Robertshaw, can be attributed to the showoff culture of social media and the subsequent need to shout loud in order to project personality. “There’s so much competing cultural noise these days, it has forced people to become more expressive and ostentatious.” However, Curtain thinks that this print’s growing popularity is an extension of improved floristry. “There’s a big crossover between fashion and floristry, and it follows that if designers see better flowers, they’ll be inspired to include them in collections.”