Where Florals Meet Fashion: How FloEst Is Disrupting London's Luxury Flower Scene

In London's fiercely competitive luxury floral market, where tradition runs deep and established houses have dominated for decades, FloEst emerges as a deliberate disruptor. Founded by two entrepreneurs who traded fashion's front rows for flower markets, the company has carved out a distinctive position by treating florals not as mere decoration, but as sculptural statements that demand attention. Their approach—blending high fashion's editorial rigor with nature's ephemeral beauty—has created arrangements that don't simply complement a space but command it. With their "fashion meets florals" philosophy and commitment to creating pieces that provoke rather than placate, FloEst represents a new paradigm in luxury flower design, where seasonality becomes a design principle and every stem tells a story worth noticing.

1.Hi, Natalia. Your FloEst arrangements have this unmistakable fashion-forward edge that feels completely different from traditional florals. Where does this vision come from?

Thank you—that’s such a thoughtful observation. The vision behind FloEst’s arrangements comes from blending high fashion sensibilities with a deep respect for natural form. My partner Eve and I have always been fascinated by how fashion tells a story through texture, shape, and contrast. When we design with florals, I approach them almost like couture—each stem is a stitch, each colour a deliberate statement.

2. You and your co-founder both come from fashion and business backgrounds. What made you decide to enter the floral world, and how do your different strengths work together?

What drew us into the floral world was this realization: florals had so much untapped potential. Coming from fashion and business, we were used to thinking in terms of storytelling, emotional impact, and brand experience—and we just weren’t seeing florals treated with that same depth.

Floristry, for us, became a natural extension of everything we love—form, contrast, tension, emotion. Flowers are ephemeral, yes, but that’s their power. They’re alive, they change, they challenge you to be present. That felt incredibly aligned with how we saw design and art: not just as products, but as experiences.

3. London's luxury floral scene is incredibly established. How did you find your space in such a competitive market?

You’re right—London’s luxury floral scene is rich, historic, and fiercely competitive. But that’s exactly what excited us. We didn’t come in trying to replicate what already existed—we came in to disrupt it.

From day one, we were intentional about carving out a very specific niche. While many florists focus on classic beauty or romantic elegance, we positioned FloEst as something more directional—where florals meet fashion, art, and mood. Our arrangements aren’t meant to blend into a room; they’re meant to make you look twice.

When people engage with a FloEst piece, we want them to feel something beyond “this is pretty.” We want intrigue, tension, elegance, even a little disruption. And to get there, we treat our work with the same level of curation and editorial rigor you’d find in a fashion house.

4. The founder journey is never without challenges! Working with flowers brings unique hurdles: seasonality, perishable products, tight deadlines. What's been your biggest challenge, and how did you navigate it?

Seasonality is both our greatest muse and our most unpredictable diva. One week you’re dreaming of delicate Japanese ranunculus, the next you’re panic-texting your supplier because a surprise heatwave took them out en masse.

Working with flowers means being in a constant relationship with the natural world—and let’s just say, nature doesn’t care about your client’s moodboard. You can’t call a peony back into season, no matter how convincing your pitch is.

So we adapted. We stopped seeing seasonality as a limitation and started treating it as a design principle. If a certain flower isn’t available, we don’t panic—we pivot. We ask: What is in season, and how can we make that the hero? It’s forced us to become more resourceful, more inventive, and—frankly—more emotionally resilient.

In the end, seasonality keeps us humble—and sharp. It reminds us that working with florals means collaborating with something much bigger than ourselves. We’re not just arranging—we’re translating what nature’s offering, moment by moment.

5. Coming from fashion, how has that background shaped the way you approach floral design? Do you see similarities between the two worlds?

Definitely. Coming from fashion has shaped everything about how we approach floral design—from how we build a composition to how we think about storytelling, silhouette, even texture. To us, florals aren’t just decorative—they’re expressive, sculptural, and deeply tied to mood, just like clothing.

In fashion, you’re always asking: What’s the message? What’s the feeling? What’s the tension between form and movement? We ask the same questions with every arrangement. We think about line and balance the way you’d drape fabric on a model. We build in contrast—soft against sharp, matte against gloss, light against shadow—just like in a well-styled editorial.

The two worlds also share a deep respect for ephemerality. A beautiful collection comes and goes with the season. A floral arrangement is fleeting by nature. But in both, the goal is the same: to leave a lasting impression.

6. What's your favourite type of arrangement to create? And if you could design for anyone, dream client, dream event, what would that look like?

We love creating large-scale, immersive floral installations—those that feel like you’ve stepped into another world. There's something magical about designing pieces that envelop a space and tell a story, whether it’s cascading florals from a ceiling or a whimsical arch in the middle of a forest. I’m drawn to textures, movement, and unexpected color combinations that make people pause and feel something.

My dream client would be someone who loves to experiment and break the rules—someone unafraid to push boundaries and reimagine what florals can be. I'd love to design for an offbeat event like a surreal dinner party in a greenhouse, or a concept-driven art show where flowers become sculpture, set design, and storytelling all at once. The more unconventional, the better.

7. What's next for FloEst? Any exciting developments we should watch out for?

We’re launching a subscription service where you get a surprise bouquet and a mysterious note that says, “Good luck figuring out what this is.” Because who doesn’t want a little botanical mystery in their life?