Meet Lola, florist for La Nouvelle Fleur soleil, slow flowers in Marseille

Whether in her first profession as a photographer or as a florist, Lola Hakimian, founder of Fleur Soleil, is an artist who brings beauty into everyday life. She is based in Sainte-Marthe, where she has set up her flower farm, growing the flowers that make up her dainty bouquets and delicate designs. For La Nouvelle, after taking charge of the flowers for our 10th anniversary party, she went on to design the Christmas window display for our Marseille boutique. A window with touches of gold, inspired by our Lurex straps, the signature of our brand since it was created 10 years ago. Lola also supplies us with flowers every week, taking care to create poetic bouquets in perfect harmony with our lingerie and the world of our boutique.

MEETING

Could you first introduce yourself and tell us how your Fleur Soleil project came about?

I grew up in Provence, between Arles, Marseille and Aix, in the countryside, close to nature. Before becoming a florist, I graduated from ENSP (École Nationale Supérieure de la Photographie) and worked as a professional photographer for various clients. I have also developed a more personal artistic practice. Flowers came into my life during a photo assignment when I met the founders of the Collectif de la Fleur Française, who told me about the realities of the cut flower market in France. In particular, I learnt that close to 80% of the flowers sold in florists’ shops come from abroad and are produced under disastrous environmental and human conditions. That realisation was followed by my discovery of urban flower farms, which were a great inspiration to me. I saw them as an opportunity to bring out the beauty in living things, and to do my bit to protect biodiversity. So I left Paris and headed for the sun, looking for a plot of land in Marseille where I could grow my own flowers and try my hand at being a florist. Fleur Soleil was born.

What do you stand for as a florist who produces her own flowers?

I feel I’m doing something meaningful and useful. I chose a plot of land in Marseille’s northern suburbs for my farm because I wanted to combine farming and city life, to conserve areas of biodiversity in the middle of built-up areas. In addition to my work as a florist, when I see that my farm attracts insects and feeds birds, I feel I’m doing something useful for the earth, in line with my deeply-held values. My flowers are not officially organic, but I follow the seasons and respect life. I don’t impose my will. My flowers grow in open fields in the sun and rain. That’s all there is to it. I also work the soil in harmony with my neighbours: I collect manure from a riding school and plant waste from other gardeners. I like the idea of a virtuous circle.

Your job is very physical. What is your own relationship with lingerie?

I need it to be very comfortable. I tend to wear comfort bras to work because I’m very active and need effective support. For instance, I wore a lace bra today, and regretted it all day! Like all women on the move, I’m primarily looking for comfort. But I’m also sensitive to the beauty and sensuality of clothing.

What values do you share with La Nouvelle?

I sell my flowers locally, using sustainable methods and following the precepts of slow flower growing. I love the fact that La Nouvelle is also a pioneer in slow fashion, offering a sustainable wardrobe. I also like the idea of lingerie designed by women for women. I grew up in the Wonderbra era and I think it’s important to offer a different vision of femininity, which includes all body types and avoids hypersexualisation.

You supply flowers to our shop every week. In your view, is there a flower that particularly evokes femininity?

I would think of peonies off the top of my head. They are delicate, and have a velvety feel. When they bloom, they remind me of fabric. That is why I associate them with La Nouvelle and some of its prints and laces.

Where can we find you if we want to meet you and talk to you?

I’m on Instagram, where I share my everyday work and where private clients and businesses can place orders for bouquets of ultra-fresh flowers. I’ll be organising some workshops on the farm in the near future, including picking, to show people what I do.

Which are your favourite pieces from La Nouvelle?

• The Carlos tee in Red Lace

• The Georgia comfort bra in Black Velvet

• The Bill body suit in Wine Leo leopard print

Follow Lola on Instagram @fleur_soleil__marseille