Ah, the floral dress. So classic, yet so divisive. In recent years, the fashion world has largely abandoned the once-standard print in favor of tighter cuts, “borrowed from the boys” pieces, and a more minimalist, “quiet luxury” capsule wardrobe—one in which flowers and frills are a no-go. The floral dress seems dead.
Or maybe not? Because lately we’ve been missing the color, romance, and playfulness that the best styles add to our outfit rotations—and luckily, we’ve found plenty in stores to satisfy our sartorial cravings. Our conclusion: The floral dress is still alive and kicking—just different.
John Lewis was the first to sound the death knell for florals as we knew them 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 that it was time to “move on”. With Holly Willoughby’s favoured girl-next-door styles being unceremoniously replaced with far more impactful, Prada-inspired graphic florals.
Since then, bolder, more abstract florals have dominated the high street, taking their cues from the catwalks, with boho-inspired pleated styles set to be big this autumn/winter. Florals may never be groundbreaking – to quote 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 looking for inspiration for the latest ways to wear one right 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 some are on the fence — but we all still have at least one floral dress in our wardrobe…
Oonagh Brennan, fashion director, Ed
‘It’s not so much a question of whether flowers are in or out; it’s how you wear them and accessorise them that gives them a contemporary edge. Ditch the floral midi dress and white trainers combo (my style hate) and go for a sophisticated look with barely-there mules or strappy flats. Opt for structured, figure-hugging silhouettes and sharp accessories: a cool clutch for evenings and a raffia shopper for daytime. Right now, I’m taking inspiration from Erdem – the ultimate in fashion florals – and going for wallpapered vintage-print floral dresses; my latest obsession is a pink and red colour palette. Sezane’s bustier is on my wish list and, for dressier occasions, Reformation’s silky maxi.’
Anna Bromilow, fashion stylist
‘I had a period where I lived in a floral dress and I definitely took my foot off the gas pedal, partly because I was bored and secondly because they were literally everywhere; I’m so tempted by pieces that feel a little bit different. Florals still have a happy place in my wardrobe, but I’ve thrown out the more obvious styles and kept the pieces that feel really special. I would probably also distinguish between day and night when it comes 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 moved away from florals. I’ve been consciously buying simpler, more understated dresses that feel instantly more elegant and effortless. Over the years, it’s the busier dresses that I get tired of more quickly, and the simpler ones last longer, so this feels like a smarter investment. I still love a more subtle floral print – maybe it’s not an all-over print, or the colors are a bit muted. I’m loving these styles from Zimmermann, Doen and & Other Stories…’
Thandi Maqubela, Legal Director, also known as The Sartorial Lawyer
‘I still love flowers, but maybe a different print. Less dreamy flowers and more tulips – and I love embroidered flowers!’
Jodie Dunworth, fashion editor, Ed
‘Florals (and prints in general) don’t play a huge part in my wardrobe, but I do wear them subtly: with lace, appliqués and beading, inspired by the gorgeous Prada AW23 show (which I’m still trying to emulate a year later). The white-on-white is simple yet playful, and works well in summer as well as with navy and brown in winter. The single floral motif – which originated at Loewe – is another contemporary update on the floral trend. While it may seem a little crazy at first, the wearable versions from places like Mint Velvet look really elegant.’
Charlotte Jacklin, fashion influencer and podcast host
‘I’m definitely wearing fewer floral dresses – it’s a 50% reduction if I do the math! – but I’m never going to ditch them completely. Sometimes solids just feel more chic. I’ve started focusing more on color and silhouettes.’
Jess Denham, Deputy Editor Multiplatform, Red
‘I still love a floral dress, but I tend to move away from what I call ‘obvious little flowers’ in favour of more abstract prints. The key thing for daywear is that I want to balance the ultra-feminine nature of florals with a bit of edge – think studded ballerinas, biker boots or chunky loafers. Most people associate florals with the sunnier months, but I’m much more drawn to those moody, richly coloured styles that are better suited to the colder seasons. Rixo is my go-to for floral dresses, especially for weddings, as I love their vintage vibes. I’ve particularly got my eye on their rose print – the flower of the moment.’
Katherine Ormerod, journalist
‘I still wear my floral dresses. I also love gingham and stripes, but for me it’s much more about the shape, construction and colour of a dress. I have my own personal palette and ideas about what I feel more confident in shape-wise, and that doesn’t change with the winds of fashion!’
Rosie Davenport, Fashion and Beauty Ecommerce Writer, Red
‘While I try to stick to chic black maxi dresses and minimalist slip styles, my heart always sings when I see a puff-sleeved, gorgeous floral dress like the Sleeper piece below. I love the bold, watercolor-esque print, as well as the modern lace-up silhouette. The cute, dainty floral dresses I wore in my early 20s are officially gone; this is the only way I’ll wear florals now. In terms of styling, my tip is to not overthink it—treat the print as an accessory.’
Sarah Clark, Founder of Douceur
‘I don’t care about trends at all, I have six floral dresses in my closet that I still wear regularly and the last dress I bought was from Doen and black with red flowers (below). Normally I only wear florals in the summer months.’
So there you have it: how 10 stylish women are wearing flowers right now. The bottom line? Wear them however you want, but don’t be afraid to shake things up a little.
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