Our Collaboration with Flora Waycott

Purebaby x Flora Waycott

Meet Flora Waycott! With her roots in the South of England and current residence in Western Australia, Flora’s artistic journey is as rich and diverse as the landscapes that inspire her. This collaboration is extra special to us as it makes up part of our Christmas collection.

Meet Flora Waycott: An Artist with a Passion for Nature

Flora Waycott’s journey as an artist began in the vibrant world of textile design. With a deep love for color and pattern, Flora pursued a degree in Textile Design in the UK, a choice that laid the foundation for her unique artistic style. She began her career in London, working as a textile designer, where she honed her skills in creating intricate patterns and designs. However, about a decade ago, Flora transitioned into the world of illustration and fine art, where she found her true calling.

Flora’s work is now recognized and cherished worldwide, gracing everything from greeting cards and puzzles to fabric, craft kits, and packaging. Her illustrations are not just drawings; they are stories filled with small surprises, subtle details, and a sense of nostalgia and calm. Whether it’s a tiny flower spotted on the side of the road or the familiar items in her kitchen cupboard, Flora finds inspiration in the everyday, transforming the mundane into something magical and dreamlike.

The Collaboration: Celebrating Australian Blooms

For her collaboration with Purebaby, Flora Waycott has drawn on her love of Australian flora, capturing the essence of the country’s unique and beautiful plant life. The Australian Blooms Print is a celebration of the flowers that Flora encounters on her walks through her Western Australian neighborhood. These blooms, from banksia and paper daisies to Geraldton wax, wattle, and eucalyptus, are lovingly translated into delicate, dancing patterns that adorn our latest Christmas collection.

The Artistic Process: From Pencil Sketches to Dancing Blooms

Flora’s artistic process is a blend of traditional techniques and modern technology, ensuring that each design is both personal and precise. It all begins with a walk—an exploration of her local environment, where she observes and sketches the flowers and plants that catch her eye. These pencil sketches are the foundation of her designs, capturing the natural beauty and subtle movements of the petals and leaves.

Once the sketches are complete, Flora brings them to life digitally, carefully composing each element into a harmonious pattern. Her attention to detail is evident in the way the flowers appear to dance across the fabric, their gentle movements and soft colors creating a sense of tranquility and joy. The resulting designs are more than just patterns; they are a reflection of Flora’s deep connection to nature and her ability to see beauty in the small, often overlooked details of life.

The Australian Blooms Print: A Tribute to Nature

The Purebaby x Flora Waycott collection is a true celebration of nature’s beauty, brought to life through the eyes of an artist who understands the power of subtlety and detail. Each piece in the collection features Flora’s signature style—soft, dreamlike patterns that are both timeless and contemporary.

This collaboration is more than just a new print, it’s a celebration of the natural world and the artistry that brings it to life. At Purebaby, we believe in creating clothing that not only looks beautiful but also carries a deeper meaning. Flora Waycott’s designs do just that, offering a window into the world of Australian blooms and the gentle beauty they bring to our lives.

In a world that often feels fast-paced and overwhelming, Flora’s artwork invites us to slow down, to notice the small things, and to find joy in the details. Her patterns remind us of the simple pleasures—a walk in nature, the softness of a flower petal, the way light filters through leaves. These are the moments that her designs capture, and they are the moments we hope to bring to you and your little ones through this collection.

Discover the Christmas Collection in-store + online now.