So when they partnered up to create a floral installation in the window of the Paul Smith Floral Street flagship store (you see what they did there), it seemed to just work on so many levels.
We weren't disappointed. Nor was anyone passing through Covent Garden, who was treated to an abundant display of pink, lilac foxgloves, lupins, delphiniums, roses and scented geraniums not to mention a glorious whiff of English spring in all its glory.
Colours were inspired by the current Paul Smith spring/summer '18 collections for men and women. All were interspersed into lush foliage.
The inspiration for the display was clear, since the SS18 men's and women's collections both featured sprays of lilac, pink and pale blue flora on shirts, suiting, frocks and even shoes.
Covent Garden is no stranger to flower, as fans of My Fair Lady will know. The return of flowers to Floral Street references the history of Covent Garden as London’s leading flower market.