The making of a stunning collection

Trends of 2024 in the making

EMC at Lehner Wolle, Austria 

All trends reflect a gradual change in which something develops in a specific direction over time, with long-term implications. When we adopt trends, we are attempting to strike a delicate balance between two opposing forces: the basic human need to belong to a group and the desire for individuality. As a result, it is a conscious choice for individuals to decide where they want to position themselves creatively in relation to these two forces.

EMC has always recognised the significance of trends and has been particularly involved in "translating" general trends to florists. Interpreting trends while incorporating natural elements such as flowers and foliage is crucial for designers and florists to be aware of. The floristry industry has specific requirements that need to be included in trendy works, making it essential to have authentic floristic trend guidance.

Following the 2023 EMC Team building in Austria, visiting the premises of this one-of-a-kind company, Lehner Wolle has decided to put together the 2024 product catalogue and work on the trends of next year together with EMC. It has been a wonderful opportunity for both companies to engage into connecting creative mindsets and working towards a common outcome. Obviously, it's too early right now to share the actual products, themes and colours of 2024, but we want to take this chance to share some thoughts behind how we see and work around trends, how we perceive this concept and hopefully introduce a touch of curiosity into floral designers in diving deeper into trends. 

Design trends refer to the popular styles, techniques, and aesthetic elements used in designing products, websites, logos, graphics, and of course, floral design as well. These trends are constantly evolving, driven by cultural, technological, and societal changes. Keeping up with design trends is important for designers to create visually appealing and relevant designs that resonate with their target audience. One of the ways that design trends are determined is through the observation of current events, social and cultural movements, and technological advancements. For example, the rise of smartphones and the increasing importance of digital communication have led to the popularity of floral designs that are not necessarily durable, but create a wow effect for a snapshot or a short video. Considering the lasting life spam of a floral arrangement is still important if you are designing a product that you physically sell to clients, but if the end result serves the virtual reality, this aspect can be ignored. It is really important to know your W's as we always say in EMC, in order to approach trends with a healthy and conscious creative attitude.

Another way that design trends are determined is through the use of data analysis and market research. By analyzing user behaviour and preferences, designers can identify popular design elements and tailor their work to meet the demands of their audience. Design trends help florists to stay relevant and competitive in a constantly evolving industry. By keeping up with trends, they can create designs that are fresh, modern, and resonate with their audience. By using design elements that are distinctive and on-trend, one can create a visual language that communicates their values and personality. Flowers are a medium that serves a larger purpose, of communicating and that makes the true difference between a floral product and a floral expression, as the latter involves emotion and the added value it brings to it. 

Trends can provide designers with inspiration and new ideas, and help them create designs that are relevant and modern, while still identifying their signature style in the designs. Keeping up with trends is essential for floral designers to create designs that are visually appealing, meet the demands of clients, and stand out in a crowded market if they are viewed as a source of creativity and inspiration. Trends are not there to be copied nor should creatives ever consider that it is them who create trends. Floral design trends are influenced by a variety of factors, such as fashion, interior design, and cultural and social movements. By understanding and following these trends, designers can create designs that are fresh and on-trend, making them more appealing to clients who are looking for modern and stylish floral arrangements.

Moreover, trends help floral designers create a cohesive visual language, brand identity, emotion, messaging and visual impact. Incorporating popular design elements and color schemes into their work can create a sense of consistency across the designs, making it easier for clients to recognise and remember their work. Consequently, this ensures floral designers differentiate themselves from their competitors, making their designs more memorable and in-demand. Keeping up with trends can help designers expand their client base by first and foremost offering them a tol to learn about their clients and the aspects they relate to. Trends are often a reflection of what is popular and appealing to people at a particular moment in time, and can also influence human behaviour in turn. By understanding the relationship between trends and human behaviour, designers and marketers can create more effective and relevant designs and campaigns that resonate with their target audience. All trends reflect a gradual change in which something develops in a specific direction over time, with long-term implications. When we adopt trends, we are attempting to strike a delicate balance between two opposing forces: the basic human need to belong to a group and the desire for individuality. As a result, it is a conscious choice for individuals to decide where they want to position themselves creatively in relation to these two forces.

EMC has always recognised the significance of trends and has been particularly involved in "translating" general trends to florists. Interpreting trends while incorporating natural elements such as flowers and foliage is crucial for designers and florists to be aware of. The floristry industry has specific requirements that need to be included in trendy works, making it essential to have authentic floristic trend guidance.

This comprehensive one week spent in Austria will result in a beautiful 2024 collection which we know will bring a lot of inspiration to florists all over the world as they will discover the potential of all Lehner products. There is an expansive colour palette that can offer infinite options and combinations, just as texture, shapes and forms add extra value to floral design. Moreover, the story of the entire StylIT line we have had the pleasure of working with is simply so in line with all concepts that fit modern days trends: sustainability, functionality, creativity and quality.