What better way to ring in summer than with a festival of flowers? 

Chelsea in Bloom—London’s annual floral show and competition that coincides with the Royal Horticultural Society’s Chelsea Flower Show—is back for its 20th anniversary, transforming the neighborhood into a floral wonderland. This year’s theme, Flowers in Fashion, celebrates Chelsea’s place at the heart of London’s iconic fashion movements. 

Putting our unique spin on the theme, we decked out our Sloane Square store with a stunning installation evoking key details and prints from our Summer 2025 collection. Designed by London’s own Wild at Heart and Linea Studio, led by head florist Dean Claydon, the activation not only celebrates seasonal renewal, but brings the sunny essence of our May drop—Brighter Days—to life. 

A cascade of butter yellow blooms—including irises, carnations, solidagos, gypsophila, and more—highlights the soft chamomile hues seen throughout the collection. Ferns, moss, and other lush greenery arranged in diamond motifs nod to the hand-beaded patterns of the Petra dress and clover green lattice print seen on styles like the Issel jacket and Colter pant.  

The display extends into the store interior—a unique approach to the standard exterior displays seen from most participating brands—inviting guests to come inside and immerse themselves in the world of VB.  

Take a closer look at our Sloane Square display, here.