French women are opting out of delicate florals for this striking summer print trend.

      Eugénie Trochu serves as an editor in residence at Who What Wear, recognized for her impactful contributions at Vogue France and her Substack newsletter, where she highlights emerging trends, shares her straightforward perspective on fashion and style, as well as various reflections. She is also in the process of writing her debut book, which delves into fashion as a realm of memory, aspiration, and transformation. I have always had a fondness for floral patterns, wearing them every summer for as long as I can remember. However, this season I’ve noticed a shift in my preferences that deviates from what many brands are currently showcasing.

      Everywhere I look, there are light, airy, almost translucent floral designs. The prints have a watercolor quality, with pastel bouquets adorning cream backgrounds, and dresses that seem as though they were taken from an English garden at dawn. While charming, I find myself yearning for something quite the opposite.

      Currently, I am attracted only to vibrant florals—oversized orange peonies, fuchsia dahlias, and red roses that appear nearly artificial. I favor prints that are vividly colorful and distinctly retro, reminiscent of a 1970s grandmother’s wallpaper instead of a quaint cottage in Kent. The more dynamic they are, the more drawn I feel toward them.

      These flowers convey a profoundly uplifting energy. They do not aim to flatter nor seek to achieve timelessness. They may sometimes lean towards the kitschy or be slightly excessive, but they possess a unique character. They evoke memories of fabrics from the vacation homes of my childhood—printed tablecloths, sun-faded curtains, and family photos whose colors have gently softened with age. They carry a warmth and generosity often absent in modern prints.

      I’m currently searching for a dress to wear to a wedding in Italy, and unsurprisingly, I find myself returning to this style of pattern. I desire a dress that has a straightforward cut yet is adorned with oversized, colorful flowers, something reminiscent of a 1974 Italian sofa, in the most flattering way. Paired with flat sandals, a few gold accessories, and my hair styled up, it encapsulates exactly what I want this summer—not something understated, but a statement piece that conveys the start of vacation.

      **How to Wear Bold Florals**

      To sport bold florals without appearing as if you've just walked off the set of a deleted scene from Austin Powers, a certain level of restraint is essential. Given the boldness of the print, the rest of the outfit should be kept simple. This means opting for the most basic sandals, minimal jewelry, a subtle bag, and hair pulled back or left natural. Avoid sophisticated makeup, dramatic heels, or too many accessories. The goal is not to add glamour to the print, as it already possesses that quality on its own.

      These florals are best worn with a sense of ease. Otherwise, there’s always a risk of veering into the territory of a "wealthy Sicilian heiress on a perpetual vacation" or resembling Tanya McQuoid on a yacht in season 2 of *The White Lotus*. While this may work well on-screen, it’s significantly harder to achieve on a Tuesday morning in the city.

      **MANGO**

      Strapless Floral Dress

      **ALAÏA**

      Jersey Flower Skirt

      **DESTREE x Hilary Pecis**

      Amoako Satin Summer Top

      **DESTREE x Hilary Pecis**

      Yoshitomo Satin Trousers

      **Vanessa Bruno**

      Gelato Skirt

      **SIR**

      Primrose Floral Linen Minidress

      **Cala De La Cruz**

      Lucca Printed Linen Mini Dress

      **Chloé**

      Floral Pleated Cotton Poplin Minidress

      **Roberto Cavalli**

      Miami Flowers Print Flare Pants

      **ETRO**

      Silk Top With Halterneck and Paisley Foliage Motif