For those lucky enough to have experienced them,
superblooms
are rare flowering events when spring comes alive with explosions of wildflowers so vast that they cover hundreds of miles.
Native flower seeds can stay dormant in deserts and grasslands for years, waiting until the perfect conditions align to germinate and transform into magical seas of colorful, flowing blossoms.
Superbloom evokes that same kind of gorgeous overwhelm of flowers, all year round — and if you’ve ever bought too many flowers for no reason, you’re already one of us. We’re a growing collective of contributors — chefs, writers, home gardeners, artists, designers, crafters, and floral-pattern obsessives — who all share the same peculiar affiliation: seeing the world through a frame bursting with a riot of blooms.
Got a topic, artist, or idea we should know about? Drop us a line at hello@superbloomstyle.com
We’re so glad you’re here!
Our beginnings
Well before dreaming of Western flora and landing in California, Superbloom founder Kristen Hayes was rooted in the Midwest, collecting dandelions into tiny bouquets as a toddler, relishing her role as a flower girl in weddings (five times over!), and confining her pre-teen self inside tents on family camping trips to read fashion magazines.
Throughout high school and college, she embroidered flowers onto her jeans, unearthed vintage dresses in dusty thrift shops, and fell in love with floral prints after happening upon bright flea-market finds while on a student ticket to Paris. Patterns, color, and a love for all things floral had begun to bloom.
Cutting her teeth in marketing roles in book publishing, fashion, media, and merchandising — and overseeing brand strategy for crafts, floral, and home decor product lines at Martha Stewart — Kristen spent more than a decade in New York, L.A., and Chicago launching retail partnerships and pairing design visions with innovative brand campaigns.
In between late nights of live music at dive bars and long work days, Kristen’s closet continued to burst with color: wild, vintage floral maxi dresses, wallpaper samples, flower seed packets, floral Dr. Martens — floral everything!
She crafted her own flower-covered lampshades, baked five-tier wedding cakes adorned with real roses, decorated Christmas trees with giant blooms, and traveled along Highway 1 to search for swaths of wild poppies on the grassy beach dunes of the Pacific.
Settling in Northern California to be able to wander lush redwood forests with her husband and young sons, Kristen took stock of her closet and floral-filled brain. After years of combing through vintage stores, tending to rare flowers and ferns in her own garden, scouring brands for the most colorful floral prints, and road-tripping to botanic gardens, Superbloom was born.
Serving up cheerful irreverence and encouraging people to bring more flowers into the world, petal by petal, Superbloom embraces a carefree attitude toward bold florals and celebrates imaginative flower-focused creations in every corner of the world.
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