by Ah, the floral dress. So classic but so separate. In recent years, the once-staple print has been abandoned by the fashion set in favor of sharper tailoring, ‘borrowed from the boys’ separates’ and a more minimal ‘quiet luxury’ capsule wardrobe – one that doesn’t welcome florals and fluid. The floral dress, it seems, is dead.
Or is it? Lately, we’ve been missing the colour, romance and playfulness that the best styles bring to our outfit rotation – and happily, we’re finding plenty in stores to satisfy our sartorial cravings . Our conclusion: the floral dress is still alive and well – just different.
John Lewis was the first to sound the death knell for florals as we knew them in early 2023, when the wholesaler’s fashion director, Queralt Ferrer, declared that cottage garden prints had been ubiquitous “for far too long ” and it was. time to “move on”. Watch girl-next-door Holly Willoughby’s go-to styles uniformly ditched in favor of Prada-inspired graphic blooms that pack a lot more punch.
Since then, bolder, more abstract florals have dominated the high street, taking their lead from the runways, with ruffled styles with a boho vibe set to be big this autumn/winter. Flowers may never be fresh – to quote Meryl Streep’s iconic line in The Devil Wears Prada – but does everything have to be? We say: if you love the floral dress, wear the floral dress, and don’t let fashion alone.
That said, if you’re after some inspiration on the coolest ways to wear one now, here’s how 10 stylish ladies, including the Red team and friends, are wearing floral dresses in 2024. Some still love it, some not so much, and some are on the fence – but we still have at least one floral dress in our wardrobe…
Oonagh Brennan, Fashion Director, Ed
‘It’s not really a case of indoor or outdoor flowers; it’s how you wear them and how you accessorize them that will command contemporary attention. Throw out the floral midi dress and white trainer combo (my style pet hate) and go sophisticated with mules or flat strappy sandals. Choose a structured, figure-skimming silhouette and sharp accessories: a cool clutch for evening and a raffia shopper for day. At the moment, I’m taking inspiration from Erdem – the absolute best in floral fashion – and going for vintage wallpaper floral dresses; My latest obsession is a rose pink and red color palette. A Sezane bustier is on my wishlist and, for dressier occasions, a silky maxi by Reformations.’
Anna Bromilow, fashion stylist
‘I went through three stages of living in a flowery dress and I definitely took my foot off the leg, partly because I got bored, and secondly because they were just everywhere; I am so seduced by pieces that feel a little different. Florals still have a happy place in my wardrobe but I’ve removed the more obvious styles and kept the pieces that feel really special. I would probably also distinguish between day and night when it comes to flowers; I’m more likely to wear them for an event than to let the kids out these days.’
Sarah Tomczak, Editor-in-Chief, Red
‘I’m out of flowers. I’m buying simpler and more complicated dresses instantly that feel more elegant and effortless. Over the years, it’s the fussier dresses that I find myself falling out of love with faster, and the simpler ones that have staying power, so this feels like a smarter investment. I still like a more subtle floral – maybe it’s not an all-over print, or the colors are a little more muted. I love these styles from Zimmermann, Doen and & Other Stories…’
Thandi Maqubela, legal director aka The Sartorial Lawyer
‘I’m still in flowers but maybe another print. Less garland and more tulips – and I love embroidered flowers!’
Jodie Dunworth, Fashion Editor, Red
‘Flowers (and print in general) don’t feature much in my wardrobe, but one way I wear them is through subtle lace, appliqué and beading, inspired by the gorgeous Prada AW23 show (which I’m still trying to emulate in face of the year. White-on-white is simple and fun, and works well in summer and with navy and brown in winter. Another contemporary update on the floral trend is the single flower motif – pioneered by Loewe. Although it may seem like it at first glance, the wearable versions from places like Mint Velvet look very elegant.’
Charlotte Jacklin, fashion influencer and podcast host
‘I’ve definitely been wearing fewer floral dresses – it’s a 50% reduction if I do a quick calculation! – but I will never quit them. Sometimes simple colors feel a little more chic. I’m focusing more on colors and silhouettes.’
Jess Denham, Deputy Multiple Editor, Ed
‘I still love floral dresses, but I tend to ditch what I call ‘clear little flowers’ in favor of more abstract prints. Importantly for daywear I’m trying to balance the ultra-feminine nature of florals with a bit of edge – think studded ballet flats, biker boots or a clompy loafer. Most people associate florals with sunnier months, but I’m much more drawn to those dark, rich styles that are better suited to the cooler seasons. Rixo is my go to floral dresses, especially for weddings, as I love their vintage vibes. I’m particularly looking at their rose print – the flower of the moment.’
Katherine Ormerod, journalist
‘I’m still wearing my flowery dresses. I also like gingham and stripes, but for me it’s much more about the shape, construction and color of a dress. I have my own personal palette and my own thoughts on the things that I feel more confident in shapes, and that do not change with the winds of fashion!’
Rosie Davenport, Fashion & Beauty Ecommerce writer, Red
‘As much as I try to stick to chic black maxi dresses and minimal slip styles, my heart always sings when I see a beautiful floral puff sleeve dress like the Sleeper piece below. I love the bold, watercolor-esque print, as well as the modern lace-up silhouette. The dainty little floral tea dresses I wore in my early twenties are officially gone; this is the only way I want to wear flowers now. When it comes to styling, my advice is not to overthink it – treat the font as the accessory.’
Sarah Clark, founder of Douceur
‘I couldn’t care less about trends, I have six floral dresses in my wardrobe that I still wear regularly and the last dress I bought is from Doen and is black with red flowers (below). As a rule, I tend to wear flowers in the summer.’
So there you have it: how 10 stylish women are wearing flowers right now. The bottom line? Wear them however you want, but don’t be afraid to shake things up a bit.
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