Biography
Salma Soliman is a Los Angeles-based floral designer and the founder of Petal Source. After leaving a corporate job to pursue floral design, she has built a practice defined by sculptural, asymmetrical work that is thoughtful, intentional and rooted in art.
Before all the colours and flowers, what did your life look like when it was at its most beige?
I worked a 9-to-5 in marketing. I never sought a career in it – the job just fell in my lap, and one year quickly became four.
I enjoyed parts of it, but my days felt repetitive and the routine had become mundane. Like clockwork, I'd sit in meetings, respond to emails, go home, and do it all again the next day.
The thought of doing something creative after work would cross my mind, but it rarely happened. I was too tired to put any energy into my own work.
How did you ‘break out of beige’, and what does your current life look like because of it?
I always felt this intense pull, knowing there was more for me out there. During my last year in marketing, the pull became so strong I had to take a chance on the artist in me.
Since then, my world has completely shifted. My life is now full of creativity, joy, and experimentation. I'm surrounded by beauty, and every day I'm filled with awe.
No two days are the same, which keeps me on my toes in the best way. Some days I'm sourcing flowers, other days I'm designing, and some days I'm simply dreaming up new ideas. I love challenging myself to do things I haven't done before.
What motivates you to keep challenging yourself?
Time and time again, I'm motivated by the desire to create. Seeing an idea that was once a loose sketch turn into something tangible never ceases to amaze me.
The seasons also play a huge part in inspiring my designs. Working with materials or flowers that are only in season for a brief moment, sometimes as short as two or three weeks, keeps things fresh and doubles as a creative challenge.
I could easily stick to the same arrangements with minor iterations, but I try hard not to let all my work look the same. If I catch myself using the same ingredients across multiple arrangements, I'll challenge myself to exclude that flower from the next piece I create.
Do you think working with something that dies quickly changes how you see beauty or time?
Oh, absolutely. Working with something impermanent has allowed me to really appreciate all the stages of beauty, both within flowers and in the world around me.
It’s so special to work with material that doesn’t last forever because you only have so much time to appreciate it. Even a drying, decaying flower has something special to it.
Has your idea of ‘success’ changed since breaking out of beige?
Success is relative, but to me, being able to constantly exercise my creativity feels like success.
My definition of it will keep evolving with each stage of my career. I like to set goals for myself, and every time I hit one, I celebrate.
What’s one piece of advice you can give to young, up & coming ‘beige break outs’?
Try new things until you find what makes you light up. If you have a feeling or an intense desire, even if you don't know exactly what it is, keep chasing it. Because one day it will all make sense.
I'd also say not to worry too much about external validation. As long as you're sure of yourself and your ideas, the rest will follow – but you have to really trust yourself, and that can be one of the hardest things to do.
Watch the vid
Watch our FREAK BEIGE OUT campaign video below.
Credits
Photographer: Jasko Bobar
Stylist & Casting: Matija Max Vidovich
MUA: Loïs Zaina
Ai videos: Sally Trier
Creative direction: OMHU Inhouse Creative Agency