New York Fashion Week isn’t just a show—it’s a whirlwind.
A high-paced blur of bold creativity, flashing cameras, tight backstage corridors, and the heartbeat of a city that never stops. In the middle of all this chaos, it takes a very special flower to hold its own. And the Born Free® rose by De Ruiter did more than that—it took the stage and shone bright like a diamond.
Born Free® Takes Stage and Asks for Attention
This was no delicate little bloom wilting under pressure. This rose, with its bold blood-red outer petals and deeply romantic heart, gave every one of my couture pieces a sense of power, drama, and unapologetic beauty. Born Free roses became the anchor of my floral couture at this year's NYFW. From broad-shouldered capes to crown-like headpieces, they held their shape, their color, and their elegance under the most intense conditions.
We received our Born Free® roses days before the show. In a normal world, that would be pushing the limit—but this rose is built to last. We kept them in a room for nearly a week before they were even placed into our final creations. Even then, they held up under the lights of the runway, the flash of cameras, the body heat of the models. They didn’t flinch. We dismantled the pieces after the show, and the roses still looked divine. Maybe a few petals bruised from the movement, but otherwise flawless. That kind of endurance isn’t just impressive, it’s essential.
Then we adorned the incredible @harley_petit_frere in floral couture, ready for @elysmcm to capture. Our piece was designed in an abundance of deep, lush Red Roses and black tulle.
Thornless Roses! Yesss! That's Born Free!
And let me talk about the practical magic of these blooms: thornless. In one of our backstage builds, we were tucked into a cramped, dimly lit corner. No tables. No luxury setup. The boxes were just flipped upside down, and there was a whole lot of hustle. I could grab a handful of Born Free roses, strip them down with my hands, and get to work—no fear, no gloves, no light required. In an environment where time is everything, that level of ease makes all the difference. The thornless stems also meant our models—many of them barefoot when changing outfits—could move freely and safely through the space, walking over greenery without a second thought.
During our time at New York Fashion Week, the roses commanded attention. Set against skin tones of all kinds—on both male and female models—the deep red popped, playing into a visual story of strength, sensuality, and high drama.
The layers of petals gave that traditional rose appeal, while the colour pulled the eye and held it.
We used them to build oversized shoulder pads, fashion-forward floral gowns, and bold headpieces. My designs told a tale of both power and poetry. And in a visual world, theatrics is key. The dramatic and theatrical element to my designs is what makes my soul squeal with delight; it’s how I tell the story of my piece to the viewer, and Born Free most definitely delivered this into our Floral Couture.
Everyone Is Rushing Backstage
Backstage at NYFW is a wild place. Tight corners. Loud voices. Constant movement. Everyone is rushing from one look to the next. There’s no room for error, no time for fuss. You need materials you can rely on—flowers that do what you need them to do.
This is floral couture at its highest level—and Born Free roses proved they were more than worthy. For me, it's not just about using beautiful flowers. It’s about working with those who can tell a story, hold space, and elevate a moment.
So, thank you to De Ruiter for growing something extraordinary. For giving us a rose that speaks in bold red tones, that feels romantic and commanding all at once. Born Free wasn’t just part of our collection—they were part of the moment.
And I can’t wait to use them again.
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