The inspiration behind Bloom Book was the much-admired Bloom magazine founded in 1998 in Paris by Li Edelkoort to explore the fusion of plants and fashion. The concept behind both the magazine and the book puts the 'culture' into 'horticulture'. Flowers, vegetables and trees are an endless source of inspiration for design, fashion, cosmetics and cuisine, which in turn open new perspectives for our vision of the world of plants, more creative today than ever before.From the symbolism of flowers to the seasonal cycles of death and rebirth, from homeopathic beauty treatments to edible blossoms, the plant kingdom is a starting point for much of human experience. Bloom explores these issues in a quest for a new understanding of nature: a return to our roots, allying the sap of life and the zest of human creativity to create a true Art Noveau.

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