Behind the Scenes of The Flower Shoppe
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The Flower Shoppe is now open! We have been working tirelessly on this collection and can’t believe it’s finally here. You probably know us for our bold, whimsical florals, bright colors, and Mommy and Me matching outfits. But this season, we’re embracing our softer side with a palette inspired by nature’s neutrals and versatile, everyday styles for everyone in the family.
This October, you can expect two launches a week. One collection will feature solid staples designed to pair with each other, or with your favorite prints. The other weekly launch will feature new prints with soft tones and rich contrasts, perfect for the season.
We’re so excited for our community to experience this collection and add amazing, buttery-soft staples to their and their little peanut’s closet! Read on for a glimpse behind the scenes of making this collection and insights from our team members.
Table of Contents
Creating The Flower Shoppe
The Flower Shoppe is all about fresh prints with rich contrasts and soft tones. Designed for carefree days spent playing in the sun, running in the rain, and snuggling with Mom or Dad, our cozy staple pieces are perfect for creating lasting memories together.
We definitely embraced our softer side with this color palette and a whole line of solid staples. But because we don’t think beige has to be boring, we also challenged ourselves to create a collection of solids and neutrals that still stood out.
So, we really wanted the creative to match that vision. Here’s what Alexandra D., our Director of Creative Production, says about bringing The Flower Shoppe to life:
“This collection was SO fun to see come to life. The neutral prints made it such a different feel for Posh, and it really just came together so perfectly. It was everything I hoped it would be - and so worth all the hard work. The prints and colors are simply stunning, thanks to our amazing design team and, of course, Fiona, our Founder. Their keen eye for design put together the perfect color palette and prints that truly sparked the whole outdoor campaign.”
- Alexandra D., Director of Creative Production
We love how the outdoor, family-fun feel of the campaign really showcases this buttery-soft collection of everyday essentials.
Everyday Essentials
In the last few years, we've heard our community's request for more adult daywear options to live in. We see you wearing your Posh to school drop-offs, birthday parties, and family photoshoots. You live in your Posh!
So, with this collection of solid essentials and neutrals, we really wanted to create something that effortlessly blends into your everyday life and daily routines. We wanted pieces that were comfortable for relaxing but stylish enough to wear out.
Our cozy loungewear collection delivers just that. These staples are ideal for days spent at home with the family and also look great if you’re running errands or catching up with a friend for coffee. You’ll love how versatile and buttery-soft they are—you’ll never want to take them off!
Alexandra shares about the The Flower Shoppe direction and how excited she is for the new styles:
“I hope the community is excited for something different! These neutral tones and prints are very different for us, but I do think a lot of people appreciate the earthy, muted colors. Personally, I am so excited for all the solids, cause it's styles I know I will wear! I hope our community feels the same - and that they are excited to finally get more styles for the men and dads out there!” - Alexandra D., Director of Creative Production
Family Matching Loungewear
The Flower Shoppe has our largest-ever collection of family matching loungewear. With eight solid colors to choose from, there's a perfect tone for your family's style. The solid essentials will come in Soft Jade, Black, Slate, Periwinkle, Dusty Blush, Vanilla, Macchiato, and Dusty Rose. Of course we'll have our signature viscose from bamboo jersey, but we'll also be releasing solid styles in our buttery-soft pointelle, waffle, and French Terry fabrics!
The styles and colors are designed to be staples in your and your family’s everyday closet. Easily matched with other The Flower Shoppe solids and prints, but also perfect for pairing with your favorite bold Posh styles.
Here’s what Jessica from our social media team has to say about The Flower Shoppe:
“The Flower Shoppe is a really fun campaign that our community already loves! From the color palette for the solids to the soft floral prints and new style options for the whole family - The Flower Shoppe is full of closet staples! My family and I will definitely be stocking up this month!” - Jessica M., Social Media Communications Specialist
Introducing Posh Essentials Bundles
Because there are so many cute colors to choose from, we know you won't be able to pick just one! Say hello to Posh Essentials Bundles - a new way to shop and save on your favorite essential styles.
Our team has worked so hard to make these bundles a reality for our community, and we know you'll love how easy it will be to bring home the softest essential clothing pieces for your family.
Aileen from our social media team is already hard at work creating content to showcase just how versatile these pieces are, and she can’t wait for our community to experience the softness for themselves.
"I remember when we started receiving the samples for The Flower Shoppe collections and being in complete awe! I'm a sucker for basics, and every single piece that was coming in exceeded my expectations. They are some of the best basics that I have seen and felt! Not only was the fit amazing, but they felt so soft and stretchy! I'm excited for everyone to receive their items and understand the hype!" - Aileen V., Content Creator
Final Thoughts
The Posh Peanut team has had so much fun working on The Flower Shoppe this year. Alexandra shares her thoughts on finally seeing The Flower Shoppe live:
“Seeing the campaign come together is always the best part! From designing the emails to making try-on videos around the office with the team - it is all just so beautiful and fun!” - Alexandra D., Director of Creative Production
The Flower Shoppe is about encouraging moments of free-spirited fun as a family with stylish and comfortable clothing designed to move with you. We have handpicked styles for everyone in the family, beautifully crafted for every step of your family’s journey. This season, embrace carefree days, go on endless family adventures, and create lasting memories in Posh style.
New blooms arrive at The Flower Shoppe every Tuesday and Thursday this October at 8 AM PT. To shop your favorite blooms first, join our VIP group to unlock early access. You'll also get sneak peeks of what's coming next. We'll see you inside!
