As A-listers, TikTokkers and urbanites all get into gardening, luxury brands are responding with stylish gear
Dries van Noten, Christian Dior and Yves Saint Laurent all loved gardening and now brands like JW Anderson, Burberry, Sowvital and Niwaki are getting their hands dirty
When Dries Van Noten stepped down from his label last year, the question on everyone’s mind was, “What will he do next?” His answer was to dedicate more time to the 22 hectare garden at his Antwerp home, a place that has been a long-standing inspiration for his creations (he has been known to liken the process of gardening to running a fashion label).
Van Noten isn’t the only designer to have had green fingers. Christian Dior was known for his love for gardening, while Yves Saint Laurent’s ashes were scattered through his lovingly restored Jardin Majorelle in Marrakech. Even Hubert de Givenchy enlisted renowned gardener Rachel Lambert “Bunny” Mellon to transform the beloved gardens of his French estate.
City-bound nature lovers are embracing urban gardening, and sowing a variety of plants, herbs, fruits and vegetables in places closer to home – be it a local community garden or allotment, or even on rooftops, balconies and terraces in high-rise apartment buildings.
So, what is it about gardening that’s attracting everyone from A-listers to TikTokkers?
“It is about creating moments of connection with nature in settings that often feel disconnected. Growing and nurturing your own herbs feels empowering. People are drawn to urban gardening because it offers quiet structure and intimacy. Tending to plants becomes a grounding ritual, especially in the context of busy cities and digital overload,” says Jack Lewis, founder of gardening brand Sowvital.
While digging in the dirt may benefit the mind, body and soul, it isn’t the most stylish of activities. For years, budding horticulturalists had to make do with tools and clothing from hardware stores and garden centres, which although functional, are far from Instagram-worthy.