Cultivate
Cultivate began as a simple question: what sits around flowers, but is rarely spoken about?
Published quarterly, the journal shifts the focus away from product and towards a broader cultural landscape, homegrown flowers, the histories of women growers, the role of gardening in wellbeing and rehabilitation, and the quiet significance of allotments, small plots, and domestic gardens.
Each issue brings together contributors, references, and observations that extend beyond floristry into something more social and spatial, concerned as much with people and place as with the flowers themselves.
Rather than acting as marketing, it functions as a form of presence: something to encounter, return to, and read over time.
In doing so, it allows Madge & Ivy to connect with an audience defined less by purchasing behaviour and more by shared sensibility.
A journal about flowers, but ultimately about what surrounds them.
Editorial strategy, publication concept and design
A quarterly journal for Madge & Ivy
