Chelsea in Bloom, Where Fashion Meets Florals
As Chelsea bursts into bloom this May, we celebrate Chelsea in Bloom with a floral installation inspired by this year’s theme: Flowers in Fashion. Paying homage to the season’s splendour and the timeless elegance of Royal Ascot - our sartorial highlight of the year - our display brings together heritage, style, and the joy of getting ready for race day.
A Scene Rooted in Tradition
Parked inside the window of our flagship Lower Sloane Street store, a vintage pale blue motorcar evokes memories of race day mornings. The boot is open, revealing an abundance of flowers and the essentials: a morning coat, a picnic set, and a sense of anticipation evoking the tradition of pre-ascot picnics. The windows tell the story of a gentleman's journey to Royal Ascot.
At the heart of the display stands a top hat tree - a living interpretation of our place as custodians of the world’s largest collection of top hats. It’s a quiet statement of style and tradition, set against the ever-changing beauty of nature.
A Collaboration in Craft
Created with Art Flower Design UK, the display is more than decorative, it’s a celebration of the rituals that make Royal Ascot so special. The crispness of a freshly pressed coat. The rustle of silk. The all important top hat taking centre stage. The shared joy of a car park picnic. Here, floristry and fashion speak the same language.
We invite you to visit from May 19th - May 25th, and step into this fleeting, fragrant celebration of Royal Ascot in full bloom.
Cast your vote for us as the People's Champion here. Voting opens at 5pm Monday 19th of May 2025.
Oliver Brown
75 Lower Sloane Street, Chelsea
Created in collaboration with Art Flower Design.
Window display by Paul Rye.
Photography credit: Laaglace
