Chelsea in Bloom 2025
London shone brighter than ever last week as the streets of Chelsea were turned into a vibrant living art gallery filled with petals, passion, and creative storytelling.
From May 19th to 25th, Chelsea showcased a spectacular floral display themed "Flowers in Fashion." This annual floral event turned the streets into London’s most elegant runway, featuring installations inspired by iconic fashion movements, style icons, and influential muses.
Florists dedicated countless hours to planning and executing their installations, often working late into the night to perfect every detail. Sustainable practices were a top priority, with florists opting for foam-free designs and sourcing flowers locally.
This year, over 120 businesses in Chelsea participated, including fashion boutiques, hotels, cafes, and schools, creating a strong sense of community and celebration. Students from Francis Holland Prep School also joined in, reminding everyone that floristry is not just a profession—it’s a passion that can blossom from a young age.
“Chelsea in Bloom isn’t just an event — it’s a reminder of what flowers can do: connect us, move us, and turn everyday streets into poetry.”
We take a look at some stand out installations, and share feedback from various florists who were involved in this year’s event…
Flowerbx & Varley
Classic and understated beauty! We loved the impact Flowerbx created for Varley.
“‘Framing the Craft’, a celebration of those unseen moments. A floral frame built of raw materials like cotton blossom, jute, and flaxseed, frames a traditional sewing machine. The installation honours the time, care and repetition behind every garment. This is not a decorative display. It is a reminder that before fashion is seen, it is shaped”.
Awarded Gold.
Amanda Austin Flowers & Rabbit
“The Haute-Couture Rabbit was the brainchild of our amazing Head of Creative Matt Clawson in conjunction with Rabbit Resto on the King’s Road - she’s fully sustainable with zero oasis used. Her eyes are made from Avocado pits and we used the following to dress her: Styled with Moss, Ivy, Tillandsia, Lichen Moss - whiskers from grasses, Avocado Pit eyes, Allium collar, Scabiosa, Fox gloves, Sanguisorba”.
Awarded Silver-Gilt.
Wild at Heart & Veronica Beard
We were instantly drawn into the store by an elegant sea of lemons and yellows, a great hint toward Veronica Beard’s spring/summer collection.
“An interpretation rooted in elegance and creativity - where fashion and floristry meet in harmony”.
Awarded Gold & Silver Gilt.
Vervain & ME+EM
This year Vervain created a soft and elegant display for ME+EM. “A wild ethereal overgrown garden, to frame and complement ME+EMs May collection”.
They were very deservingly awarded Gold.
Lavender Green Flowers
Back doing what they do best at the UK's most prestigious horticultural event, the luxury florist has been selected to design the iconic London Gate entrance - a maximalist-meets-traditional display created in partnership with the re-launch of British heritage brand Thomas Fudge’s. With soaring columns of seasonal blooms and Thomas Fudge’s signature top hats, the installation captures the eccentric charm of British craftsmanship. Every element has been ethically sourced to align with Lavender Green’s B Corp certification, reaffirming the brand’s belief that “sustainability should never stifle creativity.”
Their return to Chelsea in Bloom - After stepping back from Chelsea in Bloom for two years over concerns about unsustainable practices, Lavender Green is back - inspired by new RHS rules banning floral foam, a long-standing environmental pollutant. This year, Lavender Green’s King’s Road store will be transformed into a towering floral sewing machine, complete with oversized, flower-crafted spools of thread, scissors, and buttons, alongside a bold 1970s-inspired mural - creating a joyful nod to the fashion industry, Chelsea’s tailoring heritage and the brand’s playful spirit.
“We’re thrilled to be returning to Chelsea with two show-stopping installations that reflect both our creative flair and deep-rooted commitment to sustainability. This year’s show is a true celebration of imagination, heritage, and positive environmental change.”
Lavender Green’s Flower Freecycle initiative ensures that every flower used across both installations will be repurposed after the event - donated to local charities, schools, and hospices to spread joy and minimise waste.
Awarded Gold.
Scarlet and Violet & Jessica McCormack
A beautiful installation by Scarlet & Violet, creating a soft and frothy floral ambiance, enhancing the front of this store wonderfully.
Awarded Best in Show, very well deserved.
Amarante & Hackett
Amaranté London teamed up with Hackett London to create a stunning floral tribute to classic British menswear. Their installation reimagined tailored fashion using bold-toned flowers like statice and limonium. Florals were styled to look like silk cravats and sharp tailoring details, spread across three windows that told the story of a high-end fashion show.
True to Amaranté’s ethos, the display was also eco-conscious, using sustainable flowers and materials wherever possible.
Awarded Silver.
Ricky Paul Flowers
Ricky Paul’s display made a striking and bold statement this year, with a 12-foot-high punk rocker head, celebrating Chelsea’s legacy as the birthplace of the British punk scene.
Ricky Paul Flower’s also worked with Trinny London again this year, transforming their flagship store into a vibrant floral workshop. They were awarded Silver-Gilt & People’s Choice for their installation.
We spoke with several florists about their experiences at this year's event to give you some insight into what goes into planning and executing events like this.
All For Love London
We spoke with Ruth from All for Love London to learn how this year's event came together. Ruth has been involved with Chelsea in Bloom for the past nine years, their installations are often located in the main feature areas throughout Chelsea.
It had been an extremely busy lead-up to the event for her and her team. After handling a wedding over the weekend, they immediately transitioned into installing the floral arrangements for the event. She expressed her immense gratitude for her amazing team of florists and freelancers, whom she affectionately refers to as her "flower family." Some of them have been working with her for the past ten years.
Ruth shared the benefits of participating in events like Chelsea in Bloom, highlighting that one of the main advantages is increased exposure. She noted, “It helps us connect with people beyond our wedding clients; events like this are much more public compared to weddings.”
Phohm - The Ivy & Ganni
Brighton's innovative floral studio, PHOHM, brought a captivating narrative to life at Chelsea in Bloom 2025 through their collaboration on The Ivy Chelsea Garden installation, titled “Sloane Rangers.” Inspired by the iconic 1980s fashion scene that is closely associated with Chelsea, PHOHM created life-sized floral mannequins adorned in bespoke floral “garments” that beautifully captured the essence of that era. The installation featured a mix of fresh and preserved blooms alongside lush foliage.
Their inspiring work was rightfully awarded a Gold medal.
We caught up with Phoebe from PHOHM to find out what it was like working on this years event….
“We have loved participating in Chelsea in Bloom this year; it is our fifth year, and it has been my favourite so far. We designed displays for both The Ivy Chelsea Garden and Ganni, which had very different themes. For The Ivy, I created the entire concept with the help of fashion designer Moss Omey. Our goal was to develop a design that would be recognizable to locals while incorporating a touch of wit and humor. We aimed to include as many British flowers as possible, featuring pollinating flowers that beautifully represented a new honey dessert The Ivy was promoting that week. The concept began in January/February of this year. It involved a lot of work and planning, as well as extensive sourcing to ensure everything was done correctly and to the best standard. We put in the effort, and we are really pleased with the result.”
"Ganni really matches our style when it comes to flowers; it has a fun and vibrant feel. We aimed to create something that represented a Ganni outfit and embodied the essence of the brand. The colors and flowers we selected complemented Ganni beautifully. This collaboration felt like a perfect fit for us and aligns with my vision for the direction I want to take with PHOHM."
Awarded Silver for their collaboration with Ganni.
Is there any advice you can offer to florists who might want to consider being involved with the event?
“If you are a florist considering getting involved in an event, my main advice is to put yourself out there. Don’t be afraid of rejection; it happens to everyone, including me. I often get ghosted by clients I dream of working with. The key is to keep working hard and believe in yourself. Stay motivated, keep developing innovative concepts, and truly want it. With persistence, you will eventually achieve your goals.”
Cottee Flowers & Ralph Lauren
This year Cottee Flowers, lead by Linda Cottee, worked with both Brunello Cucinelli and Ralph Lauren. Their design transformed Ralph Lauren’s Sloane Square store into a Hamptons-inspired floral haven, reflecting the brand’s signature blend of casual elegance and vibrant style. The colors mirrored the iconic hues of Ralph Lauren’s products, such as the Polo Shirt, Cable Cashmere, and the newly introduced Polo Play handbag.
Awarded Silver.
“We were given the theme in March, so planning starts as soon as the theme is given. Brunello Cuccinelli took approx 3 people 4 hours to prep (conditioning flowers/constructing arch etc) and 7 people 3 hours to construct on-site. Ralph Lauren was a little more time - various meetings and samples made. Conditioning of all the flowers took 6 people approx 5 hours and then we pre-made some of the elements on Saturday (6 people, 8 hours). The actual installation took 10 people working in various time-slots around 8-18 hours on Sunday night to Monday morning Both stores had a strict brief to follow. We’ve worked for numerous stores for Chelsea in Bloom over the last 10 years, including Club Monaco, Brunello Cuccinelli, Ralph Lauren, The White Company, Natura.”
Is there any advice you can offer to florists who might want to consider being involved with the event?
My main advice would be:
-be prepared for the client to be very specific in the designs
- tell client the best flowers to use which will look good all week, or charge for refurbs
- be prepared for client to not listen to you! but you are the expert, tell them if something will not work or last
- enjoy it! It’s such a wonderful project to be involved in
We hope you enjoyed this year’s Chelsea in Bloom as much as we did — a truly inspiring celebration of creativity, community, and the incredible power of flowers. A heartfelt thank you to all the florists who shared their insights, behind-the-scenes stories, and reflections with us. Your talent and passion continue to raise the bar and bring the streets of Chelsea to life in the most unforgettable way. Until next year!
