The theme of Chelsea in Bloom this year is Flowers in Fashion. Our window takes inspiration from the name of our seasonal magazine, The Thread, which is inspired by the craftsmanship behind timeless fashion design. Set within a tailor’s workspace, the display showcases the essential tools and materials integral to the fashion design process.

At Amarante London, we are a team of floral designers with a passion for creating luxury arrangements that celebrate nature while placing sustainability at the forefront of our work.

We founded Amarante with a mission to bring environmentally conscious practices to the heart of floral design. We specialise in both fresh seasonal flowers and long-lasting preserved blooms, all sourced ethically and with care for the planet. Our designs are rooted in craftsmanship and elegance, offering clients beautiful floral moments that last, whether for events, retail spaces, or gifting. Sustainability is at the core of everything we do, from our commitment to zero waste and responsible sourcing, to our carbon neutral delivery service and fully recyclable packaging.

We are thrilled to be partnering with The White Company for Chelsea in Bloom this year, bringing our shared values of simplicity, natural beauty, and understated luxury to your store windows. This collaboration is particularly exciting for us, as it allows us to celebrate floral design on one of London’s most iconic stages, alongside a brand whose aesthetic and ethos so closely align with our own.

At Amarante, we believe flowers have the power to tell stories, evoke emotion, and inspire connection.