{"id":2030755,"date":"2017-12-27T12:09:37","date_gmt":"2017-12-27T11:09:37","guid":{"rendered":"https:\/\/www.luxsure.fr\/2017\/12\/27\/flower-boutique-or-the-new-business-of-the-fashion-industry\/"},"modified":"2026-04-27T03:07:40","modified_gmt":"2026-04-27T01:07:40","slug":"flower-boutique-or-the-new-business-of-the-fashion-industry","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2017\/12\/27\/flower-boutique-or-the-new-business-of-the-fashion-industry\/","title":{"rendered":"Flower Boutique, or the New Business of the Fashion Industry?"},"content":{"rendered":"

A bouquet of flowers to mend fences, show affection: a nice advertising gimmick. Today, flowers are no longer dependent on these special occasions, galvanized to be offered – and maybeInstagram<\/em><\/strong> and Raf Simons<\/strong> have something to do with it? <\/p>\n

Floral art: an ephemeral trend, or a long-standing, internalized tradition that’s resurfacing like a forgotten hit<\/em><\/strong>. If the return to the workshop is a real bias for many professionals, it seems to have turned into a veritable marketing gimmick. A phenomenon fueled by the fashion industry. <\/p>\n

Nostalgia: a contemporary preoccupation that is coming to life in formats that are in the process of being invented. A feeling that’s spreading through hashtags. Yet for some, the love of composition and the demand for quality outweigh the dictates of time and trends. It’s a constancy that can fall into our lap, at the turn of a street. At the crossroads of Rue D’Al\u00e9sia and Rue de la Tombe Issoire, Pascal Dagnicourt has been running a boutique called M’Effleure la Muse<\/strong><\/em><\/a>. One address, Rive gauche in Paris –<\/em> a lovely song. Fortunately, the record doesn’t scratch under the avalanche of prophecies intoned by the “trendy” elite. <\/p>\n

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When couturiers crave flowers<\/h3>\n

M’Effleure la Muse<\/strong><\/em>Paris 14 i\u00e8me arrondissement: when Pascal arrives, everything has to be built. For their part, flowers are waiting for a media comeback<\/em>. It came in 2012, when Raf Simons had the walls of a XVIth arrondissement townhouse covered with fresh flowers. A whim that would become Simons’ trademark at Dior<\/strong>. At C\u00e9line<\/strong>, Pheobe Philo showcases exotic flowers: all shot by Juergen Teller. Under the impetus of couturiers, flowers become trendy again: images of nonchalant arrangements placed on marble tables take over Instagram<\/strong><\/em>. Tumblr’<\/strong> s are multiplying, Vogue US<\/strong> is including a section on its site, and Elle d\u00e9co<\/strong> is listing the most fashionable<\/em> florists. But can we all all<\/em><\/strong>Mark Colle<\/strong> ( Dior<\/strong> runway florist) with confidence? <\/p>\n

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Fashion designer Dries Van Noten photographed in his garden<\/p><\/div>\n

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Celine, Campaign photographed by Juergen Teller<\/p><\/div>\n

It’s important to find addresses you can trust.<\/p><\/blockquote>\n

Before expanding, Pascal was keen to cultivate a portfolio of reliable suppliers. Fresh flowers produced in France, to offer bouquets that will last: at least longer than a bouquet. Snapchat<\/strong><\/em>. This is the guarantee of the boutique, which also offers green plants, and sure-fire values such as orchids. <\/p>\n

Before any desire for grandeur, it’s rigor, the search for colors and textures that prevail.<\/p><\/blockquote>\n

Pascal doesn’t shy away from a few challenges. While he looks after his customers’ window boxes, this art history enthusiast also revisits compositions from yesteryear. An influence often cited in fashion shows. <\/p>\n\n\t\t