Jennifer Latour

Jennifer Latour is a Vancouver-based artist whose background in special effects left her with a knack for making the unreal, real. Her recent work involves splicing together real blooms, leaves and stems to create “new species” of flowers that are then posed for portraits.

We first discovered Jennifer’s work the natural way — while scrolling Instagram — before finding out her studio was just blocks from our head office.

Through a very organic collaboration, we brought Jennifer’s new species to new, maxed-out proportions — “Honey-I-Shrunk-the-Kids scale,” as our window display team says. You can see them right now, in full bloom, in our Spring 25 window displays.

Read on for an exclusive interview with the florist who is not like other florists.

A: What inspired you to make “new species” of flowers?

JL: I had a recurring dream in 2020 where I was walking through a field and had giant flowers growing around me with multiple different species of flora growing from the stems. After having this dream a few times I started experimenting in my living room to see if I could make a version of what I saw.

A: Why is creating art by hand important to you?

JL: Using my hands to create is second nature to me. I started making all kinds of weird things from a very young age. I feel so in tune with manipulating the flora to create the shapes I want and I love the feeling of being so connected to the work in a tangible way.

A: What’s it like seeing your art become literally huge in our window displays? How do you hope people will react to it?

JL: Seeing this collaboration come to life was literally a dream come true. I've never had such a wild vision come to life on this kind of scale and it will forever blow my mind how incredible this all is. I hope people are equally wowed by the work and see how talented the visual display team is!

A: What’s some good advice you’ve received as an artist?

JL: Stay in tune with your inner child and play/experiment as much as possible. There are so many different places, people, objects, etc. to find inspiration from, so stay curious, and seek out new ways to stimulate and influence your creativity.

A: Is there a general, overarching message you hope your art conveys?

JL: Connection is found everywhere, and we are bound simultaneously by our similarities and differences.

A: In a sentence — what’s your goal as an artist?

JL: To keep exploring the world and its abundant flora species. I want to evolve the work and create even more exotic and shape-defying organic sculptures.

The Artistic License Series

A love of great art has been central to our brand since its inception in 1984. But in 2005, we formalized that love by launching our Artistic License Series, a program through which we collaborate with artists to showcase their work in our boutiques, online and on our bags.

We love finding artists who push norms and inspire us with cutting-edge work. Each year, we aim to feature art completely different from what we’ve ever shown. Photography, oil painting, claymation, illustration, flower-splicing — we’re into it all, and we hope you are too.

Learn More

See the Blooms in Person

Jennifer’s new flower species will be in every boutique window display until July 14, 2025. You can’t miss them.

Find a Boutique

All Things 40^th Anniversary