Aspirational clobber, hot horticulturists and a TikTok content rise suggest gardening has never been cooler
You could argue that photosynthesis, soil bacteria, chlorophyll and germination, by their nature, never go out of style. But somehow, as the news broke this week that Monty Don would step down from Gardeners’ World after 23 years behind the shovel, gardening is having a moment in the sun.
On Saturday, New Balance will launch a pair of trainers alongside the jewellery designer Bleue Wickham-Burnham in a campaign fronted by Don himself, photographed shrinking into a bush with a pair of the trainers around his neck. In high fashion of late, the gardener Charlie McCormick became the face of JW Anderson’s spring 2027 campaign, and Alfie Nickerson, who grows flowers biodynamically in Norfolk for his brand Burnt Fen Flowers, has recently been plucked by Jimmy Choo for its autumn campaign, Wild Rose. Catwalks have been mossy, designs have been mycelial.
Aspirational clobber, hot horticulturists and a TikTok content rise suggest gardening has never been coolerYou could argue that photosynthesis, soil bacteria, chlorophyll and germination, by their nature, never go out of style. But somehow, as the news broke this week that Monty Don would step down from Gardeners’ World after 23 years behind the shovel, gardening is having a moment in the sun.On Saturday, New Balance will launch a pair of trainers alongside the jewellery designer Bleue Wickham-Burnham in a campaign fronted by Don himself, photographed shrinking into a bush with a pair of the trainers around his neck. In high fashion of late, the gardener Charlie McCormick became the face of JW Anderson’s spring 2027 campaign, and Alfie Nickerson, who grows flowers biodynamically in Norfolk for his brand Burnt Fen Flowers, has recently been plucked by Jimmy Choo for its autumn campaign, Wild Rose. Catwalks have been mossy, designs have been mycelial. Continue reading…
