Gucci's flower show

For Chelsea - and ELLE

Ever since the Gucci Flora motif debuted in homage to Princess Grace of Monaco in 1966, the house has been synonymous with flowers. And this year, it'll be bringing its iconic motif to life - at both the RHS Chelsea Flower Show, and ELLE HQ.

To celebrate its presence at London's most prestigious horticultural show in the Fresh Garden category, Gucci will be creating bespoke floral windows for our ground-breaking #ELLEfashioncupboard.

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As anyone who's ever received flowers (or, indeed, Gucci), in the office knows, this is Very Exciting News.

Like the garden at the RHS Chelsea show, our windows will be based around the iconic Flora print - a 'whimsical composition of flowers, fruits and insects, drawn with naturalistic precision in thirty-seven colours' - and conceived by the very same award-winning garden designer, Sarah Eberle.

Says Gucci creative director Frida Giannini: 'When I first joined Gucci, I immediately asked to see the archive, and it was there that I rediscovered the Flora pattern.

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'I remember chic women – my mother and grandmother among them – wearing Flora scarves in the Seventies, and I’ve always been fascinated by the story behind the design and how it was created for Princess Grace.

'That is why Flora was the very first iconic design motif from Gucci’s storied past that I decided to revive and reinterpret, and since then I have used it on bags, dresses, scarves (of course) and as the inspiration for a series of fragrances.

I am so excited by the prospect of finally seeing Flora as a real garden at the RHS Chelsea Flower Show; there is something truly magical about this project.'

She's created an everlasting memento of Flora's time in the sunlight in the shape of two exclusive Lady Lock handbags, which will be available from Gucci's Sloane Street boutique from next month.

As for that #ELLEfashioncupboard window? Watch this space.

Gucci, s/s 2014

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