ACTIVISM, FLOWERS ARE I N FULL BLOOM
UNEMPLOYMENT LED TO ALEX FL OR O’ S DREAM JOB: FLORAL DESIGN NOT AFRAID TO GET POLITICAL
If this sounds like we bit off more than we can chew, good. We love a good buffet,” is the declaration that greets you on Under New Mgmt’s “Our Story” webpage. And it’s not kidding. Since opening in July 2019, the Los Angeles- based f loral design studio has become known for its over- the- top bouquets featuring rhinestones, paint, tulle, fruit and more. Alex Floro, the owner of Under New Mgmt, says the business is about more than f lowers — that it is unafraid to get political. The design studio’s Instagram, @undernewmgmt, encourages consumers to weaponize their spending power, ensuring they’re giving their money to businesses that aim to make a difference. Under New
Mgmt calls itself one such business, citing its push to make the f loral and events industry more inclusive by exclusively hiring and collaborating with individuals from BIPOC, immigrant, women- identified and LGBTQ communities. It also makes use of its platform ( and packaging) to amplify timely messages and resources in line with its mission.
Earlier this year, in the midst of L. A.’ s Black Lives Matter marches and protests, Floro started the People’s Bodega, which initially raised money to fund supplies for L. A. protesters. The People’s Bodega has since expanded to include Los Angeles and New York communities in need of essential, free supplies. It’s now working to set up community fridges to provide locals with food aid. Plus, Under New Mgmt just started a vintage home collection. We caught up with Floro to discuss it all:
What led to the beginning of Under New Mgmt?
I’ve been around f lowers my entire life. My mom is a f lorist. But it was a year ago that I got laid off from a job. I was brewing on the idea for a while. I’ve worked in the events industry for close to six years, and I’ve seen so many inequalities — especially in terms of people of color and women. I wanted to start something on my own, and getting laid off — even though it was horrible at the time — was an opportunity to try it out.
How did you develop such a unique f loral design style?
Being in spaces where I didn’t see a lot of people like myself, I wanted to push my design aesthetic even further and try out different things. My second love is food, so you see a lot of fruit incorporated in my designs.
I think people know me best for putting rhinestones on anthuriums. That was born out of necessity because one of my anthurium orders was not the best, but that’s all I could afford, and I had some extra rhinestones from Coachella, so I was like, “Let me try this out.” That’s kind of how my aesthetic has developed; [ it’s about using] what’s been around me.
How do you connect to f lowers on a personal level?
I come from a family of plant people. I’m Filipino, [ and] back home there’s so much lush greenery. So in my family, there have always been houseplants. Flowers are the best way for me to express myself because sometimes I’m not good with words.
Under New Mgmt incorporates activism into its work. How did this come about?
We’ve always worked with the idea that we want to give back to the community and empower the people around us. We always planned to incorporate some sort of community aspect into our business model.
Eventually, I want to get a storefront, and I don’t want to be one of those gentrifiers who show up in a neighborhood without knowing who’s there.
When COVID hit, we started the ROSIE program, which was a mutual aid fund for my freelancers. Then, when all of the protests started happening with Black Lives Matter, the idea from the ROSIE mutual aid program blossomed into People’s Bodega. ... Within a few days, people in New York reached out and started a chapter.
Many businesses are afraid to get political, and people might not expect a f loral design studio to incorporate politics into its work. Why is Under New Mgmt different?
Working in the f loral and events industry, there’s always been this front that everything needs to be perfect — from the f lowers to the way you present yourself. When I was thinking about Under New Mgmt, I said, “We don’t really need to be perfect.” I think that was where I found a disconnect in the f loral industry. I didn’t see any other people like me, so when we started the company, I thought, “Why don’t I talk about the stuff I want to talk about?”
Politics are something I’m really interested in, but also music is something I’m interested in. So one day [ I might post] about the important facts we’re learning about the inequalities in our cities, and then the next day I’m posting about the 1975 and how hot I think, like, the drummer is.
What’s your creative process like when it comes to designing a bouquet with so many elements?
My creative process starts with a color or theme. So if someone says their friend really loves the movie “Pretty in Pink,” I will run with that. I’m really thematic. I want to build on a word or random phrase that someone throws at me. I’m also always listening to music, so if someone is asking for f lowers for a 30th or 40th birthday, I try to listen to music from when [ the recipient was] a teenager or young adult.
Do you have any exciting projects on the horizon?
We really want to expand this idea of People’s Bodega, and we’re working on putting up a community fridge, working with local organizers from different groups... and maybe eventually opening up a storefront.
If you had to pick a favorite plant, which one would it be?
I really have a special place in my heart for carnations. For a long time, carnations were seen as an inferior alternative to roses. So I try to use carnations as much as possible in my designs to surprise people. Something you might have thought was inferior or cheap actually looks amazing.