chelsea
flower
showdress
BRIEF
Celebrity florist, Larry Walshe was commissioned by M&G Investments to create a bespoke dress made of fresh flowers for a photo shoot to celebrate their seventh consecutive year as title sponsor of the RHS Chelsea Flower Show.
Drawing inspiration from the M&G garden design, conceived by acclaimed landscape gardener Cleve West with a timeless rugged landscape, we took note of the masculinity of the piece and set to include a sculptural and striking element in the very fabric of the garment.
Crafted from a skeleton of raw steel, this dress assumes a timeless and theatrical silhouette whilst seamlessly integrating a contemporary approach through the use of progressive techniques and modern innovation. The bodice works to create a flattering shape whilst the crinoline below adds a rigid notion that echoes the masculinity of the Cleve West garden design. Somewhat rusted, this structure blended seamlessly with its surroundings and the asymmetrically floral application portrayed a sense of movement and softness. The organic way in which the design grows up and around the dress added delicacy and a sensitivity to the brash raw steel frame beneath.
Our involvement in the photoshoot activity delivered record press coverage for M&G’s sponsorship, most recently generating over 350 stories across the media from The Times and the The Guardian through to a host of national and international broadcasters, providing a potential brand reach of almost 3.4bn. We broke new ground on digital with shareable social content which contributed to a 25% increase in web traffic to M&G and a growth of 40% more followers on Twitter and 120% more followers on Instagram.
