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As New York Fashion Week 2026 ramps up, the fashion world turns its attention across the Atlantic. The rhythm is familiar: New York sets the pace, London responds with creativity, culture and edge. Between the two, there’s a moment - a pause where energy, ideas and influence travel.
It’s in that space that the EE72 London Launch Party took place.
Hosted by Edward and Akua Enninful at Soho House, the evening arrived at exactly the right moment - fresh from the momentum of New York and perfectly positioned ahead of London Fashion Week.
A gathering that felt less like a launch and more like a cultural marker, it reflected the global dialogue that fashion weeks are built on.
For the event, Wildabout was invited to create floral installations that echoed this sense of transition and modernity. Moving away from traditional arrangements, the design centred on sculptural white, deconstructed florals - architectural in form, intentional in placement, and quietly expressive.
The result was an ethereal backdrop that allowed the space, the guests and the atmosphere to lead.
This is the kind of floral design that belongs in fashion environments. Not decorative, not overpowering - but considered, spatial and editorial. At events like this, flowers don’t exist to soften a room; they exist to define it.
The evening itself was flawlessly curated by My Beautiful City, with an extraordinary guest list drawn from fashion, media and culture. Against the understated glamour of Soho House, the florals became part of the visual language of the night - captured in conversation, photography and memory rather than spectacle.
Fashion weeks are about more than collections. They’re about context. They mark moments in time, reflect cultural shifts and create a shared visual narrative that moves from city to city. Events that sit between New York and London carry a particular energy - forward-looking, confident and creatively charged.
For Wildabout, working within this world means understanding how florals function beyond aesthetics. It’s about reading the room, the calendar and the cultural moment - and designing something that feels relevant now, but timeless in its execution.
As London Fashion Week approaches, the tone has already been set.
Quietly. Sculpturally. With intention.