Coast RHS-Flora apparel launches at retail

Beautiful dresses and separates in floral designs modelled at RHS Chelsea Flower Show.

The Royal Horticultural Society (RHS) has announced the official launch of its collaboration with contemporary occasionwear brand, Coast. The Limited Edition collection is coming to Coast’s top 14 stores, including its Oxford Street flagship and new concept store in Gateshead Metrocentre as well as online at The mid-May launch is timed to coincide with the busy high summer social events season and of course, the RHS Chelsea Flower Show (23rd-27th May). The launch is being supported by a multi-channel campaign by Coast.

The limited edition collection consists of 13 pieces, including dresses, separates and accessories. The prints have been created using a mix of watercolours, line drawing and photographic images taken from the RHS Lindley Library, the world’s largest collection of botanical art. Epitomising the mood of summer the statement prints are paired with standout silhouettes, perfect for this season’s social calendar. The Bickham floral dress combines hand-painted techniques with dramatic draping whilst chic palazzo pants and Bardot tops are elevated with the use of bold pattern placement.

Coast is the first apparel licence associated with the award-winning RHS licensing campaign. Relaunched in 2015 with a new style guide inspired by the riches of the RHS Lindley Library, the world’s finest collection of botanical art, the campaign now boasts nearly 60 licensees and an expanding number of categories — ranging from gardening tools and homeware to stationery, confectionery, apparel and much more.

Creative Director, Neil Hendy, Coast, says: “Every season our designer’s find endless inspiration from the beauty of flowers. To have the opportunity of working directly with the experts at RHS has been such a privilege.”

Cathy Snow, RHS Licensing Manager, says: “Apparel may seem a surprising category for a brand associated with horticulture, but Coast has been inspired by the RHS Lindley Library to produce a thrilling and beautiful collection. Where better to launch its arrival online and in-store than at the RHS Chelsea Flower Show!