Flower Power- we love Chintz

The Varied Fortunes of Chintz

It's back and we love it! We've revamped chintz for 2023- read on for our styling tops and a brief history of this gorgeous print.

Chintz originated in India, it’s a style of printed fabric dating from the 1500s made by hand block printing. It was imported to Europe by Dutch and Portuguese traders during the 17th Century and the floral prints and bold colours entranced everyone. Chintz's popularity was so great that it was banned in France and England by the end of the 17th century to save their fabric mills.

A palampore (wall or bed hanging) made in southeast India for the western market, around 1720-1740


During the industrial revolution British mills began to produce their own chintz fabrics using colourfast dyes and printing. This homegrown chintz was accessible and outcompeted Indian imports. Chintz was here and it was everywhere.

It’s popularity spread across the pond and Elsie de Wolfe, pretty much the first interior designer, used to decorate the all women Colony Club in NY in 1907, and it was even used by Nancy Reagan to decorate the White House in the 1960s


Chintz had a peak fashion moment during the 1980s with Laura Ashley printed homewares and dresses, a style which was adopted by Princess Diana and her loyal following of Sloane Rangers. .

But by the 1990s chintz became passé, Ikea created an advertising campaign persuading people to ‘chuck out their chintz’, and the interior design world largely slipped into beige, grey and white.

However, chintz is having a moment again. Perhaps it's the popularity of The Crown series on Netflix, a reaction to the anti-taste of greige interiors, or taste-makers recalling the reassuring, patterned pillowy rooms of their youth- now patterned interiors and fashion prints are back in vogue. For the past few years Maximalist style has been increasingly popular with OTT places like Annabel’s club all over Instagram, and interiors influencers embracing the ‘more is more’ aesthetic. Here at East London Parasol Company we couldn’t be more delighted to embrace living colourfully.

Annabel's Club, London

 Helena pink round bamboo garden parasol

Styling Florals

As summer approaches, many garden enthusiasts are looking for ways to spruce up their outdoor spaces and we think you should seriously consider vibrant and bold floral patterns. 

Introducing floral patterns into your garden is a fantastic way to add a pop of colour and character to any outdoor space- mirroring what's flowering around us at the moment.

A key trend this year is having an abundance of floral patterns in your space. However, you need to find the right balance so they style works beautifully and cohesively.

Be confident! Floral patterns are classic, colourful and vivacious. They create a beautiful and inviting outdoor space with interesting and eyecatching elements.

 Poppy Octagonal Parasol

Here are 6 top tips to style your floral patterns from the East London Parasol Company:

Floral Frill cushions

1. Start small

If you are unsure about the approach to introducing ‘loud florals’ into your space. It's essential to start small. Begin by adding gorgeous floral print pillows to create a comfy outdoor haven for those long summer evenings. Our Pink Poppy Frill Cushion has a vibrant design in shades of pink, yellow and green.

2. Mix and Match

If you feel confident about bringing loud florals into your space, don't be afraid to mix and match patterns, textures, and colours. Combining different floral prints can create a unique and eye-catching look, but it's essential to balance the colours and patterns so they don't clash. We love this perfect match with the Daisy Octagonal Parasol paired with the Daisy Frill Cushion for a bold, verdant floral statement. 

3. Incorporate Solid Colours

When decorating your space with floral patterns, it's crucial to balance them with solid colours and materials. Use solid-coloured furniture or accessories to will tone down the patterns and create a harmonious look. Our Cane Chair is a solid 70s-inspired retro chair that will introduce a classic look into your space against the backdrop of a loud floral parasol or cushions – it will become a staple in your outdoor space.

Natasha Studio Coverdale garden parasol

4. Be Selective

Choose a key area within your space to incorporate the loud floral patterns, such as a welcoming eating area or reflective nook. Being selective with where you incorporate the patterns will make them stand out and create a dedicated and reflective haven. The Natasha Light Round Bamboo Parasol will be the perfect addition to a quiet meditative space – the magical, playful and beautiful parasol can make any setting into an enchanted scene, whether it’s a summer lunch, a tea party or a picnic.

5. Play with Scale

Experimenting with different scales of floral patterns can add depth and interest to your garden. Mix large-scale floral prints with small-scale prints to create a dynamic and cohesive look. The Elizabeth Parasol, combined with the Lavender Poppy Frill Cushion would combine two dynamic patterns to create an abundance of floral patterns.

 6. Enjoy yourself

The garden is the perfect place to be brave and bold with colour and pattern. Summer sunlight loves bright colours and with the lush seasonal foliage and flowers you can embrace trends and aesthetics that you would shy away from indoors.

Elizabeth Parasol- Warner House garden umbrella