What is a trend? The dictionary gives two definitions. It is the direction in which something is developing (tendency, inclination, line of development) and it is the latest fashion. This explains why, in recent years, the Flower Council of Holland has invested a great deal of work into mapping out the latest trends as they become noticeable.

More than clothes alone 

Fashions and fashion developments are by no means restricted to clothes. They move into every area of the consumer's life, affecting behaviour, design, use of colour and much more. The way we furnish and decorate our homes has everything to do with developments in fashions. Brown, cosy and intimate at one time; white, spacious and distanced at another. Flowers and plants need to fit into these moods and in this sense, are very susceptible to trends. Varieties and colours both need to slot into the latest fashion image.

Trend-setters 

Who are the trend-setters who define fashion? First and foremost the designers of course. However, the media make sure that the designer's work is brought to the attention of the consumer. Fashion glossies, interior design and house and garden magazines as well as plenty of TV programmes all ensure that the newest trends are presented to the consumer in a big way. 

More Information
Please contact: 
Francine van Wijk
E f.van.wijk@flowercouncil.org