Spring has sprung and Ted Baker is celebrating the warmer temperatures and blooming flowers with a new capsule.
The brand has partnered with the Brooklyn Botanic Garden on a men’s and women’s collection that blends Ted Baker’s florals with the garden’s archival botanic illustrations.
The inspiration for the collection was the illustrations of the heritage crabapples by Maud Purdy, the official botanic illustrator from the early 20th century. The collaboration is also intended to pay tribute to the British love of gardening and the significance of crabapples in British literary culture.
The six-piece collection, which is only being sold in North America, includes men’s cotton shirts, women’s mesh shirts, a mesh dress and a shift dress. To showcase the collection, plant enthusiast Christopher Griffin, aka Plant Kween, and plant doctor and stylist Maryah Greene were featured in the campaign in the blooming Brooklyn Botanic Garden.
“Florals are integral to the Ted Baker design DNA and we couldn’t think of a better way to celebrate the recent launch of our newest store in DUMBO than to partner with Brooklyn Botanic Garden, a venerable Brooklyn cultural institution, that shares with the British a love of gardening and nature,” said Fiona Zeman, head of press and marketing for North America. “We were inspired by Maud Purdy’s incredibly scientific illustrations of beautiful crabapple blossoms, the fruit themselves being a symbol of joy and endless possibilities across both British and American culture.”
Ted Baker has opened a 2,442-square-foot store on Front and Washington Streets in the DUMBO section of Brooklyn. In keeping with the floral theme, the store features a botanic-inspired mural, “I Beg Your Garden!” by DUMBO-based British artist and illustrator Patrick Vale.
The capsule is now available on the Ted Baker e-commerce site as well as in all its U.S. and Canadian stores. Price points range from $125 to $295.
Authentic Brands Group purchased the Ted Baker brand in August 2022. The company’s U.K. and European businesses are in the process of being shuttered after being placed into administration following a break with a local operating partner, but the U.S. arm of the business remains unaffected. Authentic is seeking another partner for the businesses in Europe.
