A Passion For Floral Fashion
This issue, fashion historian Scott William Schiavone, examines the popularity of botanicals prints, particularly those created by a very local textile manufacturer
The history of florals in fashion spans centuries. From the intricate patterns of the 18th century to the bold designs of contemporary fashion, florals have remained a fashion favourite, continually evolving to reflect tastes and trends.
Throughout fashion history, numerous designers have incorporated florals into their collections. In the aftermath of World War II, the fashion industry experienced a resurgence of creativity and optimism, with designers embracing florals as a symbol of renewal and femininity.
Christian Dior, with his ‘New Look’ collection in 1947, revolutionised fashion by introducing voluminous skirts, nipped-in waists, and an abundance of floral prints that celebrated traditional femininity. Similarly, British brand Horrockses Fashion became renowned for its vibrant floral dresses that resonated with women seeking a fresh, joyful aesthetic.
Founded in 1791 in Preston, Horrockses initially gained prominence as a textile manufacturer, producing high-quality cotton fabrics. However, it wasn’t until the post-World War II era that Horrockses expanded into fashion, launching its ready-to-wear clothing line under the name Horrockses Fashions Ltd in 1946.
Horrockses Fashions quickly became synonymous with feminine designs featuring bold and vibrant floral prints. The brand’s dresses gained popularity for their flattering ‘New Look’ silhouettes and eye-catching patterns. Horrockses’ floral dresses embodied the spirit of post-war optimism and captured the essence of a new era of prosperity and leisure.
What set Horrockses Fashions apart was its collaboration with prominent artists and designers. Textile designers such as Joyce Badrocke and Alastair Morton were among those who created unique floral patterns for Horrockses dresses, infusing them with artistic flair and innovation. Joyce Badrocke worked at Horrockses Fashions headquarters in Hanover Square in London for seven years between 1951 and 1958. Alistair Morton had previously designed for Edinburgh Weavers during the 1930s and 40s.
One of the most iconic moments in Horrockses Fashion’s history came in 1953 when the young Queen Elizabeth II chose a selection of cotton Horrockses Fashions dresses to wear on her Commonwealth tour. The aforementioned designer Joyce Badrocke designed a tulip floral pattern in blue and yellow that epitomised the brand’s signature aesthetic of elegance and sophistication.
Throughout the 1950s, Horrockses continued to produce collections featuring a myriad of floral designs, ranging from dainty blossoms to bold botanicals. The brand’s dresses became coveted by women of all ages, symbolising the charm and femininity of the post-war era.
Horrockses Fashions’ legacy lives on through vintage enthusiasts, fashion historians and museums who continue to admire and collect their iconic floral dresses. The Harris Museum is lucky to have the largest collection of Horrockses Fashions dresses in the UK. The collection includes numerous designs by Alistair Morton and the pink version of the blue tulip dress designed by Joyce Badrocke and worn by the late Queen.
Today, Horrockses dresses are prized for their timeless appeal and serve as a reminder of a bygone era of post-World War II fashion when floral prints reigned supreme in fashion, capturing the imagination and hearts of women around the world.
Proof that florals for spring are indeed groundbreaking.
Scott William Schiavone is a fashion historian and Curator of Decorative Art at The Harris Museum and Art Gallery in Preston. Scott has worked with fashion and textile collections in museums across the UK. Scott has his own YouTube channel, Fashion &… and is an accredited lecturer for The Arts Society.
