Tracy Reese’s Hope for Flowers Is Bringing “Heart and Soul” to Sustainable Fashion

All products featured on Vogue are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.’s namesake label moved from strength to strength with its playful marriage of bold colors and eye-catching prints with smart, meticulously-cut silhouettes, finding fans in everyone from Michelle Obama to Meghan Markle to Taylor Swift.

All of which—even if she could never have predicted it—left her in stronger stead than most to navigate the challenges imposed by the pandemic. Still, it speaks to her finely-tuned instincts as both a designer and businessperson that she keenly felt an urgent change was needed.

One of the most notable ways in which Reese aimed to break away from the conventional model for launching a fashion brand was by establishing Hope for Flowers in her hometown of Detroit, as opposed to the city she had spent the entirety of her career up to then, New York. Again, the pandemic made clear that the future of fashion lies in broadening its lens to cities outside of the four major industry capitals.

Given the brand only celebrated its first birthday in June, some of the ways in which Reese hoped to put down more significant roots in Detroit have had to be put on hold for now, but the intent still remains. “The long term plan, which I'm starting to unfurl, is to work with local artisans here in Detroit, and to make one-of-a-kind upcycled pieces too,” Reese explains.

To express ourselves, yes, but not to lose sight of the core message behind Hope for Flowers either. “I mean, we're drowning in merchandise, and not just fashion—even just as consumers generally we're spoilt for choice,” Reese notes. “We don't value our purchases as much as we did even just ten years ago. And I think that that's kind of sad because as a creative and as a designer, we put a lot of our heart and soul into our work.

What changes will you be making to make the work environment more fair and equitable for all races, especially black/brown workers working under Anna?

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