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Rosaprima Shines at New York Fashion Week 

22 January 2025

New York Fashion Week is synonymous with innovation, creativity and bold statements—an ideal stage to showcase the unparalleled beauty and versatility of Rosaprima roses. This year the collaboration between Australian florist Julia Rose, Rosaprima, and Jet Fresh Flower Distributors delivered a breathtaking fusion of floral artistry and high fashion, leaving an indelible mark on the iconic event.

Julia Rose, renowned for her couture-inspired floral designs, brought her unique vision to life by incorporating Rosaprima roses into stunning creations that merged nature with the bold energy of the runway. In this exclusive interview, Julia shares her creative process, the challenges of designing for such a high-profile event, and how Rosaprima roses elevated her designs to new heights.

Models: @abidifashion , @markendydy , @bowerslyndsey , @sshariik , @katietraore_

Can you describe the creative process behind your floral designs for New York Fashion Week? How did Rosaprima roses play a role in shaping your vision?

The creative process began with envisioning how to seamlessly blend floral artistry with the bold energy and elegance of New York Fashion Week.

My designs always start with a narrative—thinking about what story the flowers will tell and how they can captivate a fashion-forward audience. I wanted to create floral couture pieces that expressed true fashion with a touch of wearable art, combining structure, movement and texture to rival the drama and excitement of the Red Carpet.

Rosaprima roses were central to shaping this vision. Their luxurious quality and stunning variety of colors allowed me to experiment with intricate details and bold statements. Their lush petals and strong stems gave me the flexibility to craft both delicate embellishments and dramatic focal points, ensuring the designs stood out under the lights of the Red Carpet.

What challenges did you face when designing for a high-profile event like New York Fashion Week?

Designing for an event like New York Fashion Week comes with incredible opportunities but also significant challenges. The fast-paced nature of the event demands precision, creativity and adaptability. One major challenge was creating pieces that not only looked stunning up close but commanded attention on the Red Carpet.

Another hurdle was balancing aesthetics with practicality. The pieces needed to be wearable, durable, and capable of withstanding long hours of light, movement and photography. Sourcing premium flowers like Rosaprima roses was a must to ensure both beauty and resilience, but logistics and timing were key to keeping the blooms fresh and vibrant. Oh, and then there are the sleepless nights we endure when working with fresh flowers, since, as we all know, everything has to be done at the last minute.

Which makes the days blend into nights as we are under the pump to bring these magnificent creations to life!

Model: @vincentsnyder_

New York Fashion Week is all about making bold statements. How did you use Rosaprima roses to create impactful designs that matched the energy of the fashion world?

To match the bold energy of New York Fashion Week, I leaned into Rosaprima roses' opulence and versatility. I used the roses to create voluminous architectural shapes that evoked a sense of grandeur while integrating them in intricate details that drew the eye in. For example, I crafted stunning massed rose skirts and dramatic collars, where layers of lush petals created a dynamic sense of movement.

The rich colors of the roses—deep reds, soft blushes and striking pinks—were instrumental in evoking emotions and adding depth to the designs. They acted as the centerpiece and the accent, ensuring every piece delivered the "wow factor" expected on the runway.

Model: @katietraore_

Working with luxury roses like Rosaprima brings a unique touch to floral design. What rose stood out the most to you during your time at Fashion Week?

I absolutely adore Garden Roses, especially when they're nestled snugly beside the timeless elegance of a classic rose. Add a playful touch with delicate spray roses dancing on top, and it's pure joy for my heart.

One variety that truly stood out was the Rosaprima "Aly" rose. Its large, full blooms with a soft coffee blush at the center were perfect for creating powerful, ethereal designs. The fragrance added an extra sensory layer, captivating the audience beyond just visuals.

The versatility of the "Tess" rose also made it a favorite. Its rich, velvety color and rounded shape brought drama and intensity to the designs, complementing the bold, fashion-forward looks on the runway.

The pinks—oh, the pinks! They're simply breathtaking. Honestly, how can anyone choose a favorite when each one is so stunning in its own unique way? I could rave about them forever!

Models: @beingkourt , @harley_petit_frere

What advice would you give fellow florists who aspire to work at fashion events, particularly when selecting premium flowers?

First, know your materials inside and out. Working with premium flowers like Rosaprima roses requires an understanding of their strengths—whether it's their ability to hold shape, their fragrance, or their visual impact.

Secondly, prioritize planning. High-profile events are fast-paced, so pre-design, test your concepts, and have a clear vision. Partner with trusted suppliers who understand the level of quality needed and can deliver consistently.

Lastly, don't be afraid to push boundaries. Fashion events thrive on creativity and bold ideas, so think outside the box and take calculated risks in your designs.

How did working at New York Fashion Week influence your approach to floral design, and did it inspire any new techniques or trends you'll be incorporating into future projects?

Working at New York Fashion Week was transformative. It pushed me to think beyond traditional floral design, merging flowers with elements of fashion and performance art. It reinforced the importance of storytelling and how each design must evoke emotion and intrigue.

The experience also inspired me to explore new techniques, such as creating modular designs that can be reconfigured for different contexts. I'm also more conscious of how lighting and movement interact with floral materials, and I plan to incorporate these insights into future installations and couture designs.

Models: @gavinbryce_ @markendydy

Overall, the event was a reminder to continually evolve as a designer, taking inspiration from other creative industries to innovate and elevate my craft.

Through Julia Rose's talent and Jet Fresh's support, Rosaprima roses became living art, captivating audiences and elevating the standard for floral design in high fashion. New York Fashion Week is a platform for innovation, artistry and storytelling. Julia Rose's creations, brought to life with Rosaprima roses, demonstrate the limitless possibilities of floral design to dream bigger and create bolder.