Fashion and flowers in Shrewsbury

2014 Britain in Bloom Champion of Champions Shrewsbury in Bloom have brought a new dimension to the competition by linking flowers and fashion.

The Fashion in Bloom event took place in Shrewsbury’s Darwin and Pride Hill shopping centres at the start of June as the town commenced a programme of summer planting for this year’s Heart of England in Bloom competition.

Lasting two days, the floral themed event included pop up fashion shows, family craft activities, style consultations and competitions. Proceeds are going to Macmillan Cancer Support.

Claire Lancaster of Shrewsbury Shopping Centre said: “Shropshire has become synonymous with flowers, with Shrewsbury having previously been crowned Britain in Bloom champions, being home to the world’s longest running flower show and with the 2016 Heart of England in Bloom Grand awards set to be held in Ludlow. We wanted to ensure we kept up that tradition.”

As part of the event, models carried stunning bouquets, while the shopping centres were decorated with flower filled planters supplied by the council as part of Shrewsbury in Bloom.

Amberol products form an important part of Shrewsbury in Bloom’s annual competition entry and are used extensively across the town centre to help create their award-winning floral displays.

“It’s great to see people in Shrewsbury being so imaginative,” comments Patience Atkinson-Gregory of Amberol. “Fashion and flowers are both all about aesthetics and so they fit well together. I’m sure many other Amberol customers are carrying out exciting events in the run up to the Britain in Bloom judging period. If so, we’d love to hear about them.”

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