Chelsea Rebels


Five minutes with Catherine Rice from Hackney-based florist Rebel Rebel, the creator of our dynamic, and award-winning, window display for Chelsea in Bloom. 

With the launch of our London boutique, The Fitting Room, coinciding with the RHS Chelsea Flower Show we jumped at the chance to be a part of Chelsea in Bloom. As newcomers to the Kings Road, we sought to pay homage to the Chelsea in Bloom theme, The Summer of Love, while looking to showcase the DNA of Lucas Hugh. As a brand, we seek to change the lens through which the world sees activewear, pushing the boundaries of design and style. Powerful, angular lines and high contrast colour are indicative of Lucas Hugh making this kaleidoscopic concept engineered with the structural Strelitzia the perfect fit.

The idea for the kaleidoscopic concept came from Pink Floyd’s iconic album, Piper at the Gates of Dawn, released in August 1967 – the titular summer of love. The album’s artwork, a vibrant, kaleidoscope image of the band members shot by photographer Vic Singh using a prism lens, served as the final inspiration for the display. Designer Julian Carter built the metal frame on which Rebel Rebel artfully placed the Strelitzia to create the dynamic, kaleidoscope arrangement.

It was a joy to work with such a talented team and watch our idea go from concept to creation. We were beyond delighted to receive the Innovation Award from the RHS and Cadogan! We spent five minutes with Rebel Rebel’s Catherine Rice to learn more about the woman behind the talent.

What is Rebel Rebel’s startup story?

Athena and Mairead were friends who worked together in television and they just decided it was time for a change.  They started off just doing flowers for events and then moved into Broadway Market just as Hackney was becoming groovy.

How did you come to work with Rebel Rebel?

Initially, I studied theatre design and worked as a scenic artist and prop maker for many years, finally taking those skills over into events and then floristry. I started doing work experience with Rebel Rebel when I was changing my career, freelanced for them for a number of years and then they offered me my present role 3 years ago.

What attracted you to floristry?

Working with natural beauty.

What has been the highlight of your career so far?

Working with a diverse range of amazingly talented people.

Do you have a favourite flower to work with?

Every season brings a new favourite flower!

Do you see flower trends come and go? What, in your opinion, is the flower that will always be in style?

Yes, a trend comes and everyone does it for a while and then something new comes in and its all change! I think the classic English seasonal flowers will always be in style, Rose, Peony, Dahlia.