VOGUE celebrates the beauty of Santa Rosa Market’s flower trade

Lima’s iconic Santa Rosa Flower Market has caught the eye of Vogue, one of the world’s most influential fashion and culture magazines. In its September 2024 edition, Vogue features a special article on this historic market in the El Rimac district. The article highlights not only the natural beauty of Peru but also the dedication and resilience of the people who work in this cherished local tradition.

"En Perú, el significado de las flores cobra un valor resiliente" (In Peru, flowers symbolize resilience and strength)

This sentence opens the Vogue article, which portrays the Santa Rosa Flower Market and its vendors as symbols of life and color amid the city's hustle and bustle. Renowned for its vast variety of flowers from various regions of Peru, the market also reflects its people's dedication and hard work.

Despite economic and social challenges, Vogue highlights that the flower growers have kept the community’s spirit alive through their flower sales, showcasing an admirable ability to adapt and persevere.

Photograph: Renzo Giraldo / PROMPERÚ

Flowers that represent more than beauty

The article also emphasizes that the flowers sold at the Santa Rosa Market do more than just beautify homes—they symbolize hope and renewal. Vogue notes how the tradition of flower selling in Peru has persisted through the years, adapting to new generations and the evolving needs of a dynamic city.

The article is accompanied by photographs of women flower traders, capturing their joy and resilience. These images showcase how they have transformed their work into a service that goes beyond mere commerce.

Photograph: Alex Bryce / PROMPERÚ

A pride for Peru

It is a point of national pride that such an influential media outlet as Vogue highlights the beauty and work of Peruvian men and women. This international recognition not only promotes tourism in Lima but also celebrates the qualities that make Peru unique: its natural wealth, the warmth of its people, and their resilience in overcoming adversity.

Photograph: BIIP

Flowers: symbols of Peruvian culture

Flowers in Peru are deeply woven into the country’s traditions and cultural expressions. September is the ideal time to visit Tarma, known as the "Pearl of the Andes." As spring begins, its fields burst into vibrant color with gladioli, daisies, and hydrangeas, transforming the landscape into a breathtaking tapestry of nature's beauty.

In this province lies the Valley of Flowers, located in the Chuchupampa area, where an expansive floral garden invites visitors to explore and create lasting memories of its natural beauty. These flower crops are cultivated for trade and play a central role in traditional festivals, such as Holy Week, when the community crafts intricate and lavish floral carpets.

Photograph: BIIP

Similarly, in the community of Chopcca in the Huancavelica region, women and single men differentiate themselves through flowers that adorn their hats, which are an essential part of their traditional attire. These floral decorations are prominently featured during cultural events like patron saint festivals and agricultural activities.

Photograph: BIIP

Read the full Vogue article here.