“Consumers are looking for softness, space, and materials that provide tranquillity ”

Trend watcher Aafje Nijman sees a growing demand for tranquillity and simplicity in floral design. “The Japandi style is still booming, and as a florist you can respond to that really well.” 

The pure trend is not a passing fad, believes Aafje. It ties in with a wider movement in interior design and lifestyle. “Consumers are looking for softness, space, and materials that provide tranquillity. In floral design, this translates into soft colour palettes – beige, white salmon, and greyish green – and tranquil arrangements.” 

Florists can respond to this trend by working with structures rather than colours. “A bouquet with five stems in different shapes can be more powerful than a full bunch,” says Aafje. She also believes that new techniques are gaining ground: “Compact forms, mossy structures, arrangements where the stems are barely visible. It’s here where the opportunity lies for florists, as this is truly different from regular bouquets.” 

In the coming years, Aafje expects a coarser form of pure: more quirkier stems, rougher leaf structures and more unusual flowers. “This offers florists plenty of scope to set themselves apart.”