This one was especially commissioned by supermarket chain Asda to help remind and inspire people to treat loved ones this Valentine’s Day with beautiful flowers.
Joe’s design certainly has the ‘wow’ factor! It was inspired by fashion designer Stephane Rolland‘s catwalk masterpiece below, which was modelled by Yasmin Le Bon at Paris Fashion Week earlier this year.
The flower dress Joe created used 1,725 flowers, including the petals from 1,000 Naomi red roses as the main backdrop, 15 stunning Carmen roses, and 200 chrysanthemums decorated with gold-leaf which adorned the hip and skirt of the dress.
Petals from 150 Purple Power roses, 75 gerberas and 300 carnations were also used on the hem. And the entire look was completed with a pair of rose petal covered stiletto shoes.
Joe said: ‘When I was approached by Asda to collaborate on their 2012 Valentine’s Day campaign, I was unbelievably excited at the challenge it presented.
I worked exclusively with the Asda Valentine’s Day flower range and was impressed by the quality and the range of materials it contained.
I commissioned the structure of the dress from a fabulous fashion consultant friend of mine, Toria Mawhinney, who worked flat out to get the sexy, voluptuous look just right!
I really wanted to create a statement piece, a work of fashion and floristry combined, that I would be proud to put my name to.
My team worked flat out – 170 hours in total over two days – to create what we consider the perfect Valentine’s Day dress … we hope you agree!’
Isn’t it an amazing creation? If you’d like to see the dress being created, take a look at this short video on YouTube.
Many thanks to Joe for his help in compiling today’s post.
(Images : Joe Massie/Asda/AP)