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BRRCH

New York-based florist BRITTANY ASCH creates more than just bouquets for her company, BRRCH. She uses flowers to illuminate, inspire, and experiment—just don’t expect the expected.


HANS CHRISTIAN ANDERSON WROTE, “Just living is not enough. One must have sunshine, freedom, and a little flower.” The point being, that a dash of natural beauty is essential to survive. Flowers are magical things, like the perfect cup of coffee or a great cocktail at the end of a hard day. Flowers are some of nature’s most beautiful gifts, and yet are so easy to procure—you can buy a bunch at a bodega for under $20. Which is why being a florist is one of the most creative professions out there. The latest to make waves is Brittany Asch, also known as BRRCH. Her whimsical pieces don’t follow traditional bouquet rules (she was self taught), and instead convey a sense of fairytale arrangement and a spectacular combination of colors.

BRITTANY ASCH PHOTOGRAPHED BY KATIE MCCURDY

BRITTANY ASCH PHOTOGRAPHED BY KATIE MCCURDY

Initially, Asch pursued a career in music, but while watching a florist arrange her bouquets in a restaurant she was working at, she changed her career trajectory. An internship with the florist followed, and awakened in Asch an instant desire to spend her mornings at the flower markets.”It was like nothing I had seen before,” she remembers. “I took a class I could afford at the New York Botanical Garden. It was a five-week program and taught me a lot of the fundamentals. After that, I had a three month internship and then I freelanced with about 10 different florists for two years, eventually getting enough work to leave the restaurant.”

I love creating worlds, whether they're inspired by real life or fantasy. I also like to blur the line between the two. 

Her work is bold and beautiful and breaks the rules of tightly wound New York-centric bouquets. "I'm sensitive to my surroundings,” says Asch. “I like different flowers for different reasons and purposes. Heirloom Garden Roses forever and always. Blue Poppies, Lotus Flowers, Anthurium. Chocolate cosmos. Anything alien really does a number on me.” Her most recent project was with New York-based beauty label Glossier, and she recently created a bunch of hyper-colored lilies and roses for an installation at the New York Spring Break Art Fair. There, her work stood out for its intensively creative appeal, and her desire to create something unique and different was apparent. While Asch does create smaller bouquets for everyday moments, don’t expect to get something expected.

Follow BRRCH @brrch

 

1. What do you eat for breakfast?
Work days: Bananas, Lara Bars, bagels, or whatever I can grab quickly in the dark. I'm not really a creature of habit. Regular days: I cook up a breakfast feast with some sort of egg dish. I love pancakes but I often don't have the time to make or eat them so they are for special occasions.

2. What's the last thing you do before you go to sleep?
Make sure my alarm is on. I usually think about what's on the docket for the next day and also take a moment to think about the ones I love near and far.

3. If you could have any super power, what would it be?
Teleportation. Hands down.

4. What is your spirit animal?
Probably a spider. Web weaving all day, every day.

5. What is your greatest creative achievement?
Ask me when I'm 98.

6. If you could swap lives with anyone in history (alive or dead), who would it be?
I wouldn't.

7. What is your favorite song?
Maybe, "Looking for the Magic" by Dwight Twilley Band.

8. Favorite artists?
David Bowie, Bjork, Cy Twombly, Juergen Teller, Irving Penn, Kate Bush, Wim Wenders...

9. If you could wear one thing for the rest of your life, what would it be?
My lifestyle requires a variety of options.

10. Any hidden talents?
I'm an exceptional car packer. Not a great party trick but highly useful.