Is the floral dress dead?
Ah, the floral dress. So classic yet so divisive. In recent years, the fashion set have largely abandoned the once staple print in favour of sharper tailoring, 'borrowed from the boys' separates and a more minimalist, 'quiet luxury' capsule wardrobe – one in which flowers and flounce aren't welcome. The floral dress, it seems, is dead.
Or is it? Because lately, we've been missing the colour, romance and playfulness that the best styles bring to our outfit rotations – and happily, we've been finding plenty in the shops to satisfy our sartorial cravings. Our conclusion: the floral dress is still alive and well – just different.
John Lewis was the first to sound the death knell on florals as we knew them back in early 2023, when the retail giant's fashion director, Queralt Ferrer, declared that ditsy, cottage-garden prints had been ubiquitous "for too long" and it was time to "move on". Cue Holly Willoughby's go-to girl-next-door styles being unceremoniously ousted in favour of Prada-inspired graphic blooms that packed a lot more punch.
Since then, bolder, more abstract florals have dominated the high street, taking their lead from the runways, with ruffled styles with a boho vibe set to be big this autumn/winter. Florals may never be groundbreaking – to reference Meryl Streep's iconic line in The Devil Wears Prada – but does everything have to be? We say: if you love the floral dress, wear the floral dress, and don't let fashion own you.
That said, if you're after some inspiration on the freshest ways to wear one now, here's how 10 stylish women, including the Red team and friends, are wearing floral dresses in 2024. Some still love them, some not so much, and others are on the fence – but we've all still got at least one floral dress in our wardrobes...
Oonagh Brennan, Fashion Director, Red
'It’s not really a case of florals being in or out; it’s the way you wear them and how you accessorise that will bring a contemporary edge. Ditch the floral midi dress and white trainers combo (my pet style hate) and go sophisticated with barely-there mules or strappy flat sandals. Choose structured, figure-skimming silhouettes and sharp accessories: a cool clutch for evening and a raffia shopper for day. Right now, I'm taking inspiration from Erdem – the ultimate in fashion florals – and going for wallpaper vintage-print floral dresses; my latest obsession is with a rose pink and red colour palette. Sezane’s bustier is on my wish list and, for dressier occasions, Reformations silky maxi.'
Anna Bromilow, fashion stylist
'I went through a phase of living in a floral dress and have definitely eased my foot off the pedal, partly because I got bored, and secondly because they were just literally everywhere; I'm so seduced by pieces that feel a little bit different. Florals still have a happy place in my wardrobe but I’ve weeded out the more obvious styles and kept the pieces that feel truly special. I’d also probably differentiate between day and night with regards to florals; I'm more likely to wear them for an occasion than to drop the kids off these days.'
Sarah Tomczak, Editor-in-Chief, Red
'I've gravitated away from florals. I'm intentionally buying simpler, more pared-back dresses that instantly feel more elegant and effortless. Over the years, it's the fussier dresses that I find myself falling out of love with quicker, and the simpler ones that have staying power, so this feels like a smarter investment. I still like a more subtle floral – maybe it's not an all-over print, or the colours are a bit more muted. I love these styles from Zimmermann, Doen and & Other Stories...'
Thandi Maqubela, legal director aka The Sartorial Lawyer
'I am still into florals but perhaps a different print. Less ditzy florals and more tulips – and I love embroidered florals!'
Jodie Dunworth, Fashion Editor, Red
'Florals (and print in general) don't feature heavily in my wardrobe, however one way I wear them is through subtle lace, appliqué and beading, inspired by the gorgeous Prada AW23 show (which I'm still trying to emulate a year on). The white-on-white is simple while also being playful, and it works well both in summer and with navy and brown in winter. The single flower motif – started at Loewe – is another contemporary update to the floral trend. While at first glance it might seem a bit mad, the wearable versions from places like Mint Velvet look really elegant.'
Charlotte Jacklin, fashion influencer and podcast host
'I've definitely been wearing fewer floral dresses – it's a 50% reduction if I do a quick calculation! – but I'll never quit them altogether. Sometimes plain colours just feel a bit more chic. I’ve been focusing more on colour and silhouettes.'
Jess Denham, Deputy Multiplatform Editor, Red
'I still love a floral dress, but I tend to swerve what I call 'obvious little flowers' in favour of more abstract prints. Importantly for daywear I look to balance out the ultra-feminine nature of florals with a bit of edge – think studded ballet flats, biker boots or clompy loafers. Most people associate florals with the sunnier months, but I'm much more drawn to those moody, richly-coloured styles that suit the colder seasons better. Rixo is my go-to for floral dresses, particularly for weddings, as I love their vintage vibes. I'm particularly eyeing up their rose print – the flower of the moment.'
Katherine Ormerod, journalist
'I am still wearing my floral dresses. I like gingham and stripes too, but for me it's much more about the shape, construction and colour of a dress. I have my own personal palette and ideas of what I feel more confident in shape-wise, and that doesn’t change with the fashion winds!'
Rosie Davenport, Fashion & Beauty Ecommerce Writer, Red
'As much as I try to stick to chic black maxi dresses and minimalist slip styles, my heart always sings when it sees a puff-sleeve, beautiful floral dress like the Sleeper piece below. I love the bold, watercolour-esque print, as well as the modern lace-up silhouette. The twee, dainty floral tea dresses I wore in my early twenties have officially resigned; this is the only way I want to wear florals now. In terms of styling, my tip is to not overthink it – treat the print as the accessory.'
Sarah Clark, founder of Douceur
'I couldn't care less about trends, I have six floral dresses in my wardrobe that I still wear regularly and the last dress I bought was from Doen and black with red flowers (below). As a rule, I tend to only wear florals in the summer months.'
So there you have it: how 10 stylish women are wearing florals right now. The bottom line? Wear them however you want to, just don't be afraid to shake things up a little.
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