The Milwaukee Art Museum's popular spring event, "Art in Bloom," is getting a makeover this year.

From March 26 to 29,  flowering fashions take center stage. This year’s Beauty in Bloom, a celebration of fashion, beauty, design, and flowers, is expected to attract 10,000 people over four days. Beauty in Bloom will showcase the talents of regional floral artists and designers in a lavish display and  present beauty events on fashion, makeup, hair, and more, inspired by the current Inspiring Beauty exhibition.

Here are a few highlights of the weekend:

Thursday, March 26, 5:30–9 p.m.- Opening Reception: View Beauty in Bloom’s gown-inspired floral arrangements and shop the Beauty Bazaar. Also don’t miss the see the Iron Florist Competition!

Friday, March 27 – Lectures and Demos fleurotica12-2_girlabouttown_032015_web

1 p.m. – Flower Power for Creative Containers: Discover how to create colorful container arrangements for your home or to give as a gift, with Heidi Hornung of Shady Lane Greenhouses Inc.

3 p.m. – The Perception of Beauty: Explore interpretations of beauty with Christopher McIntyre of Christopher McIntyre Perceptions and Simmone Stovall of Beauty Masters Beauty Salon.

Saturday, March 28 – Fashion Show: Acclaimed New York designer Katherine Feiner debuts her 2015 spring designs, alongside gowns and accessories local artists and florist created entirely out of blooms. The event also includes hors d’oeuvres and a cash bar. Limited tickets available.

I asked Krista Renfrew, director of events to expand on this year’s event elements:

Why did you decide to add the fashion twist to Art in Bloom this year, aside from the exhibit connection?

Two reasons. 1: We had a unique challenge this year with the permanent collection being off view and the reinstallation happening. Where were we going to place all the floral and programing components? We got to brainstorming and what you will see at Beauty in Bloom is what we came up with. 2: The addition of fashion and beauty started as inspiration from the exhibit, and grew into something more. It also serves to capture a younger audience and bring them into the event and the Museum.

How did you find florists/designers that could make clothing from flowers for the fashion show?

We reached out to all the participating Beauty in Bloom florists hoping to get a couple that would want to make a dress or accessory, the response was incredible – 28 looks later we have a floral fashion show, which will be a great compliment to the Katherine Feiner’s collection.

Explain a bit more about the Iron Florist competition: 

Three award-winning florists are given the same tools and materials to create an arrangement – then it’s people’s choice for who the winner is!


With the permanent exhibits closed, Beauty in Bloom will take up every square inch of the Quadracci Pavilion, including Windhover Hall, the Gallerias, Lubar Auditorium and even extend into the heated garage. Now that’s a lot of flowers.