Sustainable Blooms Takes Centre Stage at The Style Awards

Sustainable blooms took centre stage at this year’s Style Awards at Newmarket Races Ladies Day with Shida Preserved Flowers an official sustainability partner.

The theme of The Style Awards this year, judged by Alice Ryan at Velvet Magazine, The Fair Edit Content Creator Beatrice Turner, and Instagrammer Amy Owen, is sustainability, with Shida and fashion rental subscription service The Devout the official sustainability partners.

Shida Founder Katherine Whitchurch with Head of Design Helen Ellis

The judging panel were on the lookout for the best-dressed and most sustainable racegoers, with pre-loved and re-worn outfits on the agenda.

As the official sustainability partner for the awards, Shida’s team designed a stunning flower installation alongside curating prizes for the winner. The brand showcased its sustainable blooms at the event but they will also be used as decor for racecourse events throughout the whole summer season, helping to reduce the waste and carbon footprint of these kind of large events.

The centrepiece for the fashion marquee and the perfect floral backdrop for fabulously instagrammable photo opportunities was a floral arch. Inspired by this summer’s trend for destination-themed design, classic English roses were mixed with exotic blooms in joyful colour combinations of pinks and reds, transporting the audience to tropical climes. This theme continued with stunning vase arrangements throughout the marquee in reds and pinks, featuring gorgeous preserved hydrangeas, roses and proteas with green eucalyptus and pampas.

Shida’s Founder Katherine Whitchurch said: “We were so excited to be part of the event this year as sustainability is a huge part of our mission here at Shida.

“Preserved blooms not only look stunning for up to a year and elevate your interior spaces, but they reduce waste caused when you regularly buy fresh flowers.”

With a focus on creativity and mindfulness, each of Shida’s products has been thoughtfully curated by Shida’s Head of Design Helen Ellis, who takes inspiration from fashion, trends, art, and interior design to devise the unique ranges which include bouquets, wreath-kits, and gift sets.