Flowers for fashion, photoshoots and sets

Flowers designed for the camera

On a set the flowers do not have to please passers-by, they have to please the camera. The rules change: what matters is how they look in photos or video, under strong lights, from a precise angle, and how they hold up over hours of work. A floral designer used to sets thinks in shots, works with the director of photography and the stylist, and knows that an arrangement may only be seen from one side and that a stray petal shows in a close-up.

There are many occasions: fashion shows and collection presentations, advertising campaigns, catalogues, editorials, music videos, commercials, styled wedding shoots, shop windows and retail displays. For windows and shops see also the page on flowers for hotels, restaurants and businesses.

What happens on set

• Sets and backdrops: flower walls, hanging pieces, arches, plant backdrops. For large projects see the page on floral installations.
• Props: bouquets, arrangements held by models, flowers on the product.
• Accessories: flower crowns, flowers in the hair, flowers attached to clothes, prepared and replaced during the shoot.
• Styled shoots: shoots created to show a wedding style, with photographer, venue, outfits and flowers coordinated. Read the guide to flowers and wedding photography.

Lights, heat and long days

Set lights are hot and dry flowers out quickly. The floral designer has to choose hardy varieties, prepare spare flowers and stay on set to adjust and replace. On outdoor shoots the rules of any event apply: wind, sun, rain. If the set is in a public place or a monument, filming permits and rules on installations come from whoever manages the site: check them before designing.

Out-of-season flowers can be found, but they cost more and do not always arrive in the quality a close-up needs. For a campaign, ask the floral designer what is available in the week of the shoot. The guide to seasonal flowers in Italy helps you choose.

How much it costs

For a set, the quote usually covers design, flowers and materials, time on set (by the day or by the hour), assistants, transport, set-up and breakdown, and spares. We do not give figures: a day's catalogue shoot and the set for a fashion show are very different projects. Ask for an itemised quote, with hours on set and any overtime shown separately.

If the images will be used for a campaign, also agree on credits: many floral designers ask to be credited, and some ask to use the photos in their own portfolio. Put it in writing. The guide to the contract with your floral designer has a useful checklist.

What to ask before you confirm

• Have you worked on fashion or advertising sets before? Can I see the work?
• Will you be on set for the whole shoot?
• Which flowers will cope with the lights and the planned hours?
• Are spares, transport and breakdown included?
• How do we handle credits and use of the images?

If the project is an event with guests, such as a presentation or a dinner after the show, see also the page on high-end events. Once you have a date, a place and a brief, ask for up to 3 quotes.