Gardening is currently experiencing a rise in popularity, extending into the fashion world and everyday style. This trend coincides with the news that Monty Don will step down from Gardeners’ World after 23 years.
High fashion brands are embracing the aesthetic, with New Balance set to launch trainers on Saturday in a campaign featuring Monty Don. Jewellery designer Bleue Wickham-Burnham is collaborating on this launch. Additionally, gardener Charlie McCormick has become the face of JW Anderson’s spring 2027 campaign, and Alfie Nickerson of Burnt Fen Flowers has been chosen by Jimmy Choo for its autumn campaign, Wild Rose. Catwalk designs have incorporated mossy and mycelial themes.
Beyond high fashion, gardener style, including items like cords, gilets, and barn jackets, is increasingly seen in urban settings. Chore jackets, worn by Don on television for over a decade, are now common in cafes and other non-gardening environments. Online, gardening content has seen a 50% increase on TikTok this year, partly attributed to a new generation of "hot gardeners" highlighted by i-D magazine.
The appeal of gardening gear is also linked to the mindset it offers, according to Jake Hobson, founder of Niwaki, a site selling high-end gardening equipment. He notes that the clothing communicates a particular attitude, being comfortable and loose-fitting while suggesting readiness for action. Niwaki has actively marketed its products to non-gardening consumers, with items like canvas tool bags and Japanese gardening trousers, known as Tobizubon, being worn in places like airports and Paris.
Matt Collins, head gardener at the Garden Museum, suggests this trend reflects a growing appreciation for professional gardeners as creative and important workers. Selina Ozanne, head gardener at The Exchange, believes gardening holds charm, aesthetic appeal, and nostalgia. The increased visibility of gardeners, both professional and amateur, and greater investment in gardens in public spaces also contribute to this shift.