Grab your trowel: gar­den­ing just got cool

The Sunday Telegraph - Stella - - CONTENTS -

While flow­ers have al­ways en­joyed a love af­fair with fash­ion, grow­ing them has rarely been con­sid­ered a cool pur­suit. The as­so­ci­a­tions with grubby fin­ger­nails, foam kneel­ers and, let’s face it, re­tire­ment have long seen gar­den­ing relegated to be­ing one of life’s less chic hob­bies. How­ever in re­cent years be­ing green-fin­gered has qui­etly be­come not only ac­cept­able but as­pi­ra­tional. Kate Moss and fash­ion pho­tog­ra­pher Nick Knight have come out as keen grow­ers, while El­iz­a­beth Hur­ley and Cindy Craw­ford wa­ter lawns and pick flow­ers on their In­sta­gram ac­counts. A green revo­lu­tion has taken over the high street and our homes.

Re­search pub­lished in April showed that mil­len­ni­als are spend­ing more money on gar­den­ing than their par­ents. A month later, Alexa Chung en­joyed a stroll around Chelsea Flower Show, and her In­sta­gram post from in­side the Great Pavil­ion earned more than 40,000 likes. The fash­ion world, too, is get­ting leafier: fern fronds tum­ble out of planters by the doors of Lib­erty, while the staff of & Other Sto­ries must be green­fin­gered enough to tend to the dozens of suc­cu­lents that dec­o­rate its clothes rails.

Although east Lon­don’s Columbia Road Mar­ket has been sell­ing plants and flow­ers to the pub­lic since the 1960s, it took a flurry of new de­signer shops open­ing in the area to help re­de­fine our de­sire for flora. House of Hack­ney’s now-iconic Palmeral print has been woo­ing in­te­ri­ors fans since the brand’s launch in 2011, but when founders Frieda Gorm­ley and Javvy M Royle opened a shop on Shored­itch High Street, they dis­cov­ered peo­ple wanted to buy real plants from them, too. And it’s not just about Lon­don: Sh­effield-based pho­tog­ra­phy duo Haarkon have amassed 162,000 In­sta­gram fol­low­ers and se­cured col­lab­o­ra­tions with Bar­bour, Wool­rich and Ur­ban Out­fit­ters, largely thanks to their pic­tures from trips to

Alexa Chung In­sta­grams the Chelsea Flower Show; Rake­sprogress mag­a­zine; Lon­don Ter­rar­i­ums ar­range­ment; Ikea’s PS 2002 wa­ter­ing can, 85p; the shelves at Grace & Thorn Clock­wise from top

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