Gardening has experienced a stylish renaissance, blending into mainstream fashion and culture while embracing its roots. Monty Don’s recent announcement of his departure from “Gardeners’ World” after 23 years comes as gardening and gardener-inspired fashion reach a cultural zenith.
Shaping Fashion Trends
Gardening aesthetics have seeped into the fashion world, evidenced by New Balance’s upcoming trainer collaboration with jewellery designer Bleue Wickham-Burnham, featuring Don himself. Meanwhile, gardening figures are now fashion icons: Charlie McCormick fronts JW Anderson’s spring 2027 campaign, and Alfie Nickerson lends his floral flair to Jimmy Choo’s autumn campaign. This alignment of gardening with high fashion underscores the sector’s arresting influence.
Everyday Appeal and Internet Buzz
Gardening attire such as hemp clogs, cords, and barn jackets are increasingly visible in urban environments, while chore jackets transition from the allotment to vibrant cityscapes. On TikTok, gardening content has surged by 50% this year, partially buoyed by a new wave of youthful, ‘hot gardeners’ captivating audiences beyond horticultural expertise.
Luxury Meets Functionality
Specialty sites like Gardenheir offer high-end tools and attire, including £275 watering cans, in collaboration with brands like Le Laboureur. Niwaki founder Jake Hobson remarks on the dual appeal of gardening attire: combining practicality with a stylish, action-ready mindset. The brand’s product placement in urban chic environments, such as Paris, echoes this approach.
The Elevation of Gardening
Matt Collins, head gardener at the Garden Museum in London, suggests the elevated status of gardeners and the recognition of their work as creative and valuable are driving factors behind the trend. According to Selina Ozanne of The Exchange in Erith, gardening also carries nostalgic charm, connecting individuals with familial pastimes.
Public Engagement with Horticulture
The rise of community gardening allows those without private gardens to participate in local parks and communal spaces. Collins sees increasing investment in gardens by galleries and public areas as a testament to this trend. The prominence of gardening in the face of contemporary issues, such as climate change and AI threats, offers solace and a human touch to an increasingly automated world.
Youth and the Outdoor Narrative
For younger generations, gardening provides escapism from their digital lives, echoing the playful outdoor memories of past decades. Despite fashion’s glossy portrayal, real-world gardening can be gritty and challenging, with public gardening often confronting unhygienic conditions. Ensuring a stylish appearance in the field, gardeners like Ozanne advocate for practical yet fashionable attire to combat these challenges.
In spite of the cultural shift, the practical realities of gardening professions, including pay and accessibility, remain concerns. As gardening rises in prominence, industry insiders hope its newfound status will translate into recognition and compensation that reflect its societal value.
Reporting based on coverage first published by theguardian.com.