The winners have been announced: our Alstroemeria Fashionista® Couture has won the People’s Choice Award in the cut flower category of the Glazen Tulp Award 2027! The award was presented on the evening of Thursday 8 October at a festive ceremony in Aalsmeer.

Elegant, soft and reliable

Fashionista® Couture is a single-flowered Alstroemeria that stands out for its subtle colour gradient, round flower shape and soft appearance. But Couture is more than just a pretty face.

Thanks to its compact growth and excellent virus resistance, it also gives growers peace of mind in cultivation. This combination of beauty and reliability is clearly striking a chord.

Couture is a beautiful addition to Fashionista® Sofiena. While Sofiena stands out with its bold, bright pink colour, Couture shows the softer side of the Fashionista® series. And we’re far from finished: we’re working on more colours, with the aim of creating a complete Fashionista® series.

Chosen by the public

Royal FloraHolland’s Glazen Tulp Award (Glass Tulip Award) celebrates the best market introductions in ornamental horticulture each year, across five categories. From all entries, the five best new varieties in each category were selected as finalists.

Alongside the jury award, presented by an independent panel of industry experts, there is also a People’s Choice Award. Until 23 September, anyone could vote online for their favourite new variety, with one vote per category. In the cut flower category, Couture received the most votes.

It’s precisely these public votes that tell us so much. A People’s Choice Award shows that Couture stands out among all the new varieties and that people genuinely find it beautiful. That’s a strong signal from the market: a flower that resonates with the public also appeals to florists, retailers and, ultimately, consumers. For growers and traders, it gives confidence that Couture is not only a unique variety, but also a flower that’s in demand.

Stronger together as HortiPartners

Fashionista® Couture is the result of the close collaboration between HilverdaFlorist and H.M. Tesselaar, together known as HortiPartners. We work hand in hand on the breeding, propagation and sales of Alstroemeria.

“This award is a wonderful confirmation of our many years of collaboration,” says Pieter Strooper, Area Sales Manager at HilverdaFlorist. “We’re incredibly proud of it, because it shows that the public also sees Couture’s unique look.”

This isn’t the first time the Fashionista® series has won an award. Fashionista® Sofiena previously won both the jury award and the People’s Choice Award in the cut flower category at the Glazen Tulp Award 2025.

See Couture at Trade Fair Aalsmeer

Curious to find out what makes Couture so special? Then come and visit us during the Greenhouse Open Days from 2 to 6 November, or at Trade Fair Aalsmeer from 3 to 5 November, stand 5.22. You’ll see for yourself why the public chose it.

Finally, we’d like to say a big thank you to everyone who voted for Couture.