From petals to patterns: Florist's bold leap into fashion with retail giant
Florist turned fashion designer Ilsé Vincent has a new floral range dropping this spring.
The 32-year-old has just launched her first clothing range with Pick n Pay Clothing as part of their mentorship programme.
Her first limited-edition fashion collection, The Language of Flowers, was unveiled on September 16 at 40 Pick n Pay Clothing stores nationwide.
As the owner of Blomstories in Wellington Cape Town, the range with the retailer’s Futurewear programme, in partnership with Gavin Rajah, is seen as a significant milestone in her creative journey.
What set her apart from other young creatives in the programme was that she had no prior fashion experience and only a deep interest in fashion design.
She decided to take a career leap which paid off with the launch of her debut collection. As a testament to her commitment to inclusivity and self-expression through fashion, the range features vibrant prints, versatile styles and sizes ranging from 6 to 20.
"Fashion should make people feel empowered,” she explained.
“My goal with this collection is to create pieces that allow women of all shapes and sizes to feel confident and beautiful," said Vincent.
The range includes various pieces, such as matching sets, skirts and printed dresses which all pay homage to the nation's indigenous flora.
“These were designed to be versatile, flattering and bold, offering something unique for curvier women who often struggle to find stylish, comfortable clothing,” she added.
Her designs transcend mere aesthetics, embodying a deep narrative woven with symbolism, particularly the Victorian "Language of Flowers," which has long fascinated her.
In addition, Vincent’s collection, with its bespoke fabric print, is a visual poetry that tells a story of resilience and healing.
The thistle, her chosen emblem, is not merely a logo as it represents the strength and vulnerability within all women. The emblematic flower is renowned for its ability to flourish in even the harshest conditions, making it a poignant metaphor for survival.
The collection has also been described as a sensory experience of colours as it features tones of vibrant orange, mandarin, soft pistachio as well as subtle stone hues which have all been carefully selected to echo the natural beauty of the South African landscape.
She handpicked these colours to evoke the warmth and vibrancy of her floral inspirations while also paying tribute to the earth from which they spring.
Vincent also wants to be a sustainable fashion designer and for this reason, her collection is crafted on a 100% sustainable linen base, a material known for its eco-friendly properties and luxurious feel.
Overall, every piece in her collection is a testament to Vincent's passion for fashion and flowers. The original print she designed combines intricate botanical elements, each carefully arranged to create a fabric that feels alive with movement and emotion.
As a florist, Vincent has a profound connection to nature and each piece is a way to celebrate the natural world's beauty and resilience and find strength and healing within ourselves.
“I fell in love with my parents' garden at a very young age and looking back at my childhood albums, I always wrote that I wanted to be a florist.”
As both of her dreams of becoming a florist as well as fashion designer have come true, she is thrilled to be growing both her passions.
"It feels surreal but also like everything has come full circle," she said. "I'm doing what I love in two different industries, and it’s only the beginning."
Meanwhile, Hazel Pillay, managing executive of Pick n Pay Clothing, praised Vincent’s courage. “Ilsé is a perfect example of someone who put herself out there with no experience in fashion.”
“Watching her take that leap to pursue a new aspect of her career fills us with immense pride.”
Rajah added that the retailer’s mentorship programme aims to nurture female talent in the fashion industry.
“The support offered is instrumental in empowering the next generation of female creatives, driving the industry forward with innovation and inclusivity,” he said.
In addition, local designer and Futurewear mentor, Julia Buchanan, explained that the programme encourages creativity in all forms.
“This experience allowed Ilsé to channel her passion for flowers into a new medium, leading to the creation of her own fashion brand within months.”
Vincent is now preparing a new collection under her own label, which is set to debut on the local runway at the Cape Town Resorts Collection at the Norval Foundation on December 7.
She is also exploring options for a potential pop-up boutique or online store.