The Big Reveal: American Flowers Week’s Botanical Couture Collection

May 27th, 2019


Red, White and Bloom
Introducing the fifth annual American Flowers Week botanical couture collection

Field-fresh and runway-ready, the American Flowers Week botanical couture collection features nine fashionable floral looks produced by Slow Flowers teams across the U.S. Together, these wearable floral garments represent a diverse story of originality and inventiveness. Each melds talents of growers and florists, elevating local and seasonal flowers in unexpected and beautiful ways.

Rayne Grace Hoke’s design with Johnny’s Selected Seeds

Rayne Grace Hoke’s design with Johnny’s Selected Seeds

Rayne Grace Hoke’s inspiration for the late-summer dress was two-fold. She envisioned a floral version of her family’s collection of heirloom crazy quilts and drew from the extensive flowers, greenery and herbs at Johnny’s Selected Seeds’ research farm in Albion, Maine.

When Rayne arrived at the 40-acre certified organic farm, she was mesmerized by the varieties available at the peak of the season.

“I let the palette of organic botanicals ‘speak’ to me, as their twists and swirls, colors and shapes influenced this dress design,” she says.

“The setting and flowers lent themselves to the natural progression that allowed me to turn our model into a flower harvest goddess. I created a pattern with flowers to mimic fabric for the dress’s bodice. Grasses of all types created the garment’s skirt. The key to constructing this look was to make sure the undergarment we used was fitted and could support the weight of the flowers. This is when my skills in fashion design and sewing come in handy!”

She continues: “I hope my love for the stunning beauty of Maine comes through, as well as love for what I do as an artist.”

Creative Credits:
Designer: Rayne Grace Hoke, Flora’s Muse, Biddeford, Maine,, @florasmuse
Design Assistant: Hillary Alger, Product Manager for Herbs and Flowers, Johnny’s Selected Seeds
Flowers and Foliage: Johnny’s Selected Seeds, Winslow, Maine,, @johnnys_seeds
Venue: Johnny’s Trial Gardens, Albion, Maine
Model: Mary Yarumian, @marybebythesea
Hair and Makeup: Mary Yarumian
Photography: Kristen Earley, Johnny’s Selected Seeds; Chris Pinchbeck,

In its fifth year, American Flowers Week (June 28-July 4) promotes domestic flowers and foliage in the marketplace, inspiring professionals and consumers alike. When flowers are seen as fashion, they ignite the imagination and stimulate new awareness of domestic floral agriculture and the art of floral design.

This year’s participants have transformed familiar and uncommon annuals, perennials, trees, shrubs, grasses and herbs into everything from mod minis to luxurious gowns, continuing the American Flowers Week series that began with Susan McLeary’s iconic red-white-and-blue floral ‘fro in 2016. The collection has grown to 20 pieces, each of which portrays floral design as art rather than a commodity.

The Slow Flowers application process invited designer-farmer teams around the country to submit their best ideas for showcasing regional traditions, seasonal crops and distinct cultural and historic influences through the floral medium. The alluring results are found in the pages of Florists’ Review’s Slow Flowers Journal. When a model dons a garment fashioned from petals, fronds, buds and blades . . . we as viewers experience wonder and curiosity. These designs shine a light on the passionate individuals who have turned ideas into reality. From gardens to gowns. From cut flowers to couture. From seedlings to style.

Appreciate these artisans and learn from their creative process as they transform fields of blooms into a collection of American floral fashion ingenuity.

Read full story at



Artistic, Educational or Promotional:

Floral Collaborations Reflect a New Model in The Marketplace

Slow Flowers Journal

March 2019


“[Flora’s Muse founder, Rayne] Hoke’s dream team of designers demonstrated that creativity can go hand-in-glove with collaboration.”


It all started when…

“I learned from Susan McLeary, whose techniques bring together all my loves, including jewelry-making and fashion,” Hoke explains. “Creating large, free-form, foam free installations are completely opposite, in scale, to making botanical jewelry.”

Read the full story via The Slow Flowers Journal