Asda horti-couture

Supermarket retailer Asda has partnered with RHS Chelsea winner to create the ultimate in flower fashion to celebrate its Valentine’s Day flower range, and has produced a gown that wouldn’t look out of place on the runway at Couture Week.
 
The dress created by Joe Massie, three-time winner of the RHS Chelsea Young Florist of the Year award, was inspired by Stephane Rolland’s catwalk masterpiece modelled by Yasmin Le Bon at Paris Fashion Week earlier this year, and was crafted from 1,725 flowers and took more than 170 man hours to produce.
 
The strapless red dress features the petals from 1,000 red roses, which covers the entire body, with 15 Carmen roses, and 200 chrysanthemums, decorated with gold-leaf, adorned to the hip and skirt of the dress. Finishing off the look is the petals from 150 Purple Power roses, 75 gerberas and 300 carnations on the hem.
 
“Creating this dress was a big challenge, and incredible experience. I wanted to embody everything a romantic bouquet of Valentine’s Day flowers should be – classic, elegant and with a sexy twist,” said Massie. “I’m so proud of what we have achieved with Asda’s stunning flower range.”
 
Images: Asda/Stephane Rolland SS12 Couture