Portrait by Carter Berg
Flora Petakas — an entrepreneur, creative director, and mentor to emerging fashion brands — has turned her discerning eye to event dressing with the new eveningwear salon, Flora on Madison.
A trusted, longstanding advisor to bridal brands, Petakas has created an experience for mothers of the bride and special occasion shopping that hearkens to the bespoke glamour of the couture fashion salon. Flora on Madison offers a curated selection of global designers handpicked for their distinct aesthetic, artisanal craftsmanship and exceptional quality.
A lifelong New Yorker, Petakas set her earliest sights on a career in fashion. She earned a B.S. in textile and apparel marketing at the Fashion Institute of Technology and went on to take executive roles with iconic bridal houses Vera Wang, Badgley Mischka and Monique Lhuillier. Working collaboratively with retail and wholesale partners, across creative and business teams and alongside countless brides, Petakas developed a depth of insight unparalleled in the bridal industry.
In 2015, she launched Union Square Couture, a couture trade show for select international designers entering the U.S. market. The showroom synthesized Petakas's vast expertise in the industry, making her a natural point of contact for emerging brands seeking guidance, as well as presence, in the United States. Through USQ, she earned global renown for her supportive relationships and open communication between independent designers and established U.S. retailers.
Recognizing an opportunity to elevate the shopping experience for luxury eveningwear clients, Petakas established Flora on Madison, a lush, modern space offering concierge service exclusively by appointment.