Blooming once more, the biggest free flower spectacle unfolds in Chelsea, the city's major hub.
Chelsea's annual floral extravaganza, Chelsea In Bloom, returned to the heart of London today as the renowned Chelsea Flower Show opened at the Royal Hospital. Celebrating its 20th anniversary this year, the free flower festival is the largest of its kind in the city, transforming over 127 shopfronts along the King's Road and Sloane Street into striking horticultural displays.
Participating retailers, including beauty stores like Aesop and Trinny London, jewellers such as Monica Vinader and Jessica McCormack, restaurants such as Azzurra and La Maison Ani, and hotels like 11 Cadogan Gardens and Beaverbrook Townhouse, are vying for the title of best shopfront. Members of the public can cast their votes for their favorite displays on the Chelsea In Bloom website.
Many participants worked tirelessly through the night to complete their installations in time for the eager early-morning crowds. For those without a ticket to the main event, Chelsea In Bloom offers a unique opportunity to experience the blooming spectacle just down the road. This year, these esteemed platforms have a stand for the first time in 25 years.
The King's Road and Sloane Street have been transformed into a botanical beauty, with a noticeable trend towards vibrant yellows. Delphiniums in buttery shades and golden calla lilies are among the favorites this year, while anthuriums have taken center stage. The unexpected prevalence of anthuriums can be attributed to the influence of Jonathan Anderson's Spring/Summer 2023 collection for Loewe, featuring life-size anthuriums in dresses.
The 2025 theme for Chelsea In Bloom is "Flowers in Fashion," a fitting choice considering Chelsea's iconic status in the fashion world. Known for its rich sartorial history since the 1960s, the King's Road has been a playground for fashion trends, from punks and hippies frequenting Vivienne Westwood and Mary Quant's shops to the rise of the Sloane Ranger in the 1980s. The current installations along SW3 are reminiscent of an earlier era, including nods to Regency fashion to honor the 250th anniversary of Jane Austen's birth.
One notable exception to the historical nods is a replica of Lady Gaga's iconic meat dress, fabricated from red lace leaves at butcher Provenance (247, Pavilion Road). Other highlights include the flower-themed sewing machine and spools at Lavender Green, who were voted best shopfront at Chelsea In Bloom in 2019, and the life-size ballerina made of British sourced metal and embellished with seasonal flowers and Agra Wool at Les Néréides.
Sustainability remains a focus at Chelsea In Bloom, with many participants prioritizing seasonal and local plants. Ralph Lauren, for example, has departed from its traditional demure and neutral palette with a multicolored display of oncidiums, bougainvillea, and ranunculus to reflect the bright tones of its Hamptons-inspired summer collection. Profits from the sale of bouquets will benefit The Royal Marsden Cancer Charity.
Cinquecento, known for its renowned pizzas, has partnered with Dolce & Gabbana for an elaborate flower-themed sculptural gown installation, complete with pink wisteria climbing the walls and Andrea Bocelli's music playing in the background.
To commemorate our platform's return to the Chelsea Flower Show, subscribers can enjoy up to 40% off our magazine subscription, available until June 30, 2025.
[Reference(s):1. https://kingsroad.london/blogs/kings-road-blog/chelsea-in-bloom-20222. https://www.parade.com/1311552/chelsie-doppler/chelsea-in-bloom-london-flower-show/3. https://www.dailymail.co.uk/femail/article-9074819/Where-shop-here-Chelsea-s-trendiest-fashion-brands.html]
- Many fashion and beauty retailers, such as Aesop, Trinny London, Monica Vinader, and Jessica McCormack, are participating in Chelsea In Bloom, using horticultural displays as part of their shopfronts.
- The 2025 theme for Chelsea In Bloom is "Flowers in Fashion," reflecting the event's focus on both floral beauty and the area's rich sartorial history, which includes iconic fashion brands like Vivienne Westwood and Mary Quant.
