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Style - Insider

Gemma Hayden-Blest

Floral Artist & Set Designer

Gemma Hayden-Blest is a floral artist creating botanical beauty for photoshoots, prints, events and installations. Her previous clients have included; Jack Wills, Alice & Olivia, Lane Crawford and Home Journal. Gemma is currently living in Hong Kong, after moving from L.A and nurturing her newborn baby boy.

What are you working on at the moment?
Right this moment I’m working on floral press gifts for a fashion label launching this week but longer term I’m working on a book to try and capture some of the fleeting beauty of flowers.

Who is your girl-crush?
I’m an unashamed stalker of various babes on instagram  - Lou Doillon is definitely a favourite. She brings her mom’s style (Jane Birkin) into the modern day.

How would you describe your style?
I love vintage, it’s always a bit quirkier than something that’s been fine tuned for modern manufacture. I also love that it has a history and is a bit rough around the edges. Florals of course play a big role in my wardrobe and I love a hint of bygone eras – high waistbands, floaty blouses, drop hems. When I’m on-set there has to be a touch of practically in my dressing, usually ripped denims and converse (stained with paint and pollen).

One iconic designer piece do you wish you owned?
The insanely beautiful green sequin dress Natasha Poly wore down the catwalk for Balmain – Spring 2009.  Droooooool

Who in fashion inspires your work most?
Tricky, it’s very seasonal. I’d have to say Alexander McQueen because I interned for him after university. As a brand they are more about fine art than fashion and the detailing in what they create is just breathtaking. A lot of what I apply to my floral designs I learnt there.

How do you see the future of fashion and sustainability?
The future is a little dark because sustainability is essential but so far off for a lot of the fashion industry. People need to move away from fast, throw-away fashion.  Reducing quantity and increasing quality is essential.

One piece in your wardrobe you can’t live without?
A vintage leather jacket. Not as relevant in HK but a total necessity in LA. It can be dolled up or dressed down depending on the occasion but fits with anything.

What is your favourite quote?
“I’d rather wear flowers in my hair, than diamonds around my neck”


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