ALPHA60 PROFILE: BRIONY WRIGHT
From fashion editor to floral designer, Briony Wright's journey from high-fashion magazines to the world of flowers is a testament to her creativity, passion, and keen eye for beauty. After more than two decades in media, launching iconic publications like Vice and i-D in Australia and New Zealand, transitioning to floristry felt like a natural evolution for her. Now, as the founder of Crushes Studio, Briony continues to blend her artistic vision with her love for nature, creating floral arrangements that are as thoughtfully designed as any fashion editorial.
From fashion editor to floral designer – Tell us about your journey. What inspired you to leave the world of fashion magazines and start Crushes?
For as long as I can remember I’ve felt inspired to gather the most interesting people in the same room and either write-about or party-with them. In my case this manifested in launching Vice and i-D magazines in Australia and New Zealand and working in media for over 20 years.
Flowers felt like a really natural evolution of this. Through Crushes Studio, I still get to work with brilliant people every day and develop creative solutions to interesting briefs, which I’ve always loved doing. I’m inspired every day by nature and the endless possibilities of flowers and floristry. I couldn't be happier in my new floral universe.
How did your skills as an editor and curator transfer into starting a business in florals?
From a visual perspective, I’ve worked on fashion shoots for years so I feel like I come at floristry with a honed fashion-production eye, which really helps. Additionally, as anyone who’s launched a business in the last decade understands, you’re basically required to become a content-creating machine, so having a sense of what works and resonates with people, in terms of a story, feels like a good skill to have too.
How did you come up with the name "Crushes" for your business? Does it hold any personal significance?
I have a real soft spot for the 90s. It was a good time in my life and I was definitely partial to a crush - on people, bands, items of clothing, art. It’s about capturing that feeling when everything feels brighter and shinier than usual.
What’s your creative process like when designing a floral arrangement? Do you draw inspiration from trends, the season, or something more personal?
I tend to get obsessed with an idea and experiment with that for a while. Today, for example, I’m exploring ‘ballet-core’, a phenomenon based in the tradition of giving flowers to dancers after a performance. I’ve been thinking about how I can twist this and possibly extract something new and interesting from it. I also have a ‘meadow’ themed wedding coming up so am playing with ideas and sourcing interesting flowers for that too.
Are there any particular flowers or plants you’re especially drawn to or excited to work with?
I’d like to work with orchids more. They’re so special.
Is there a favourite project you’ve worked on that holds a special place in your heart?
Doing flowers for the launch of Tessa Blazey’s exhibition at Pieces of Eight Jewellery was a real highlight. They’re a very special group of supportive women.
Where do you go to seek inspiration?
Suburban gardens! I now kind of live by and also reject the florist mantra of..’if it grows together it goes together’. I like to learn rules and then completely disregard them.
I also love working with and experimenting with other people - really just playing in the studio with other florists, ceramicists, photographers etc and just seeing what we come up with.
Describe your daily uniform and style?
I feel most comfortable when I’m dressed like a 17 year old skater boy with innate style. I like wearing oversized pants and shirts, t-shirts and jumpers. I also love layering: skirts over jeans and dresses over t-shirts.
Do you have any daily rituals?
Taking my dog Disco for a walk because he will not leave me alone until I do. I love him so much! I also seem to have made sake a daily ritual because it’s as close as I get to feeling like I’m in Japan. Gekkeikan for the win.
Do you see any connections between the way you express yourself through floral designs and your personal fashion style?
I think your style is completely evident in your floral designs. The same flower can look entirely different depending on the person using it. Tiny details; from the mechanics, vases, design and the way things are photographed are all so personal.
Crushes Flowers are popping up at Alpha60 for Valentine's Day! Come by the Fitzroy store on the 13th and 14th of Feb for the cutest flowers for your Valentine, Galentine or even your bestie Palentine. The special bouquets include the freshest roses, carnations and orchids all dressed up in Crushes' hot holographic wrapping. Love, love, love!