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Why fashion brands are in love with house plants

When fashion have a green thumb

Why fashion brands are in love with house plants When fashion have a green thumb

For some are a passion for others a trend to use to enrich the Instagram profile, indoor plants have become a piece of furniture fondamental in the fit-pic or in the more fashionable side of TikTok ideally completing what began with the explosion of the warehouse in New York housing that has transformed hundreds of abandoned warehouses in offices and homes all sharing the same type of furniture. Large spaces without distinctions, paintings on the floor, vintage furniture and an inevitable selection of carpets in what on Twitter Rachel Tashjian of GQ has ironically defined as the "okay living room guy" and that connects with the aesthetic New York 90s brought back in vogue by Teddy Santis and the boom of Aimé Leon Dore in recent years.


It is therefore no coincidence that fashion, in what is now a consolidated pattern, has decided to ride this trend, turning it into a staple of the campaigns of all those brands that, in a more or less credible way, have decided to ride the NY 90s aesthetic, making it the staple of their campaigns. In addition to the aforementioned Aimé Leon Dore, the list of brands with a green thumb also includes BODE, Herschel and Advisory Board Crystals, up to totally different realities such as J.Crew and Abercrombie & Fitch. Whether it's an Aloe Vera plant or a Ficus Benjamin, what unites the invasion of house plants in fashion campaigns is the search for an apparent normality in the shots that want to put aside dream scenarios to welcome us in small corners of home comforts, trying to contextualize collections and items in a space closer to our everyday life.

Herschel has shown a certain passion for Dracaena Rexlexa, while Aimé Leon Dore prefers Ficus Benjamin and Pothos used to enrich an imagery in which pots and plants are placed side by side with Yankees hats and old stereo systems. Obviously there is no shortage of succulent plants, present in the campaigns of BODE along with Geraniums and other must-haves in your living rooms: from Phalangium to Spataphyllum, through Philodendron to Sansevieria. If you think that this is a coincidence you are very wrong, what seems to be a simple coincidence is actually a very precise pattern in which, between a need for set design and green thumb, the fashion world has chosen to "get their hands dirty" between one transfer and another, gradually transforming the campaigns into small nurseries that reflect our homes and our studios with a trend that has seen in Salehe Bembury the main supporter of a passion that also unites names like Taylor Lumley and that has found its highest expression in the Plants and Sneakers page, perfect synthesis of what is now the real cop for your outfits: plants.