We speak to Floral Stylist Co’s owner and creative director Sue Cameron about her inspiration, how non-traditional items shift people’s perception on what floristry is, and why you might see a shiny eggplant or other grocery items in her sculptures.
Your arrangements blur the line between floristry and art. How did you develop your signature style, and what do you find inspires your creations?
My signature style has been guided by my love for pushing creative boundaries and the thrill of using unexpected blooms, colours, and elements to bring a design-led, artful and elevated look, and to create intrigue. It also comes from the deep respect for the undeniable beauty and wonder of flowers, which has always been a part of my very cells.
You incorporate unexpected household items from the fridge such as red cabbages, peppers, and tomatoes into your work. What draws you to use these non-traditional elements?
Thankfully floristry is now firmly accepted as an art form and more and more people are wanting abstract talking pieces for their events. I have always been drawn to elements that create beautiful forms to enhance floral beauty. Sculpture has been a big part of my style and I love the freshness and juxtaposition that combining flora and produce creates.
What role do colour, texture, and shape play in your design process? Do you start with a specific vision, or does it evolve organically?
Colour and texture play a massive part in my design process. Pairing shiny eggplants with a lush grouping of purple-striped parrot tulips to bring a luxe and moody vibe, where a sculptured garland of pom pom gerberas in bright sunset tones brings the abstract and a warm playfulness.
Do you have any favourite flowers or plants that you return to often?
I adore orchids — specialty orchids in particular. Each type has its own personality and life form to it. Seasonal availability is always a focus to get the best out of the time frame. I keep a close eye on design and fashion to see what might be coming in as colour palettes or trends.
Do you find that using non-traditional objects shifts people’s perceptions of what floristry can be?
It absolutely does. There is definitely a movement towards the more abstract concepts as a fashion-forward option. No matter the vibe, eg refined white, green, clean and classic, Italian moody romantic, silver foil with punchy tones… all can use the objects to elevate the look in an artful way. The most connection we get with our audiences is with our stand-alone sculptures.
What trends or changes in floristry excite you right now, and where do you see your work evolving in the future?
I am excited about the opportunity to curate events and weddings for clients with trust in our vibe and experience, and have open minds to try new artistic ways of designing floral. I am loving the use of draped fabrics and bows throughout the event world. It is so luxe and such an epic backdrop for florals. The use of foil and silver elements is something I love and especially pops with the use of red elements. There is so much inspiration out there and with the acceptance of a more experimental floristry, anything is possible.
