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I Am Not My Father

A Collection dedicated to Walter Moorcroft OBE

In 1945, on the death of his father, Walter Moorcroft took over the business that carried his name. He inherited the Design Windows that his father had created but Walter was determined to be his own man, and change was inevitable. What are today referred to as ‘broad floral’ flowers such as Anemone, Hibiscus, Magnolia and Wisteria, were all the rage in the 1950s, and Walter, whether he liked it or not, had no alternative but to go along with some part of his father’s design legacy. Even so, he remained adamant that it would only be that part which related to broad florals. The remaining Moorcroft design windows, including fish, fruit, landscapes, mushrooms and toadstools all slipped away into oblivion and, other than on Walter’s own terms, they were never again allowed to return. Under his stewardship, most of them never did.

Instead, Walter re-shaped the Broad Floral design window by tapping into a new mood of the time – a desire across nations to seek out and enjoy rich experiences from distant countries; the excitement derived from a national rebirth after World War II and the luxury of holiday travel to faraway places. From Walter Moorcroft came the Caribbean seascapes, palm trees, sailing boats bobbing on blue seas, orchids, and colourful hibiscus. To ensure total fairness to the kind, gentle man that the world now knows as Walter Moorcroft, Moorcroft designers were challenged to take up some of Walter’s own design themes, and rework them in a twenty first century idiom. The result is a selection of pieces which pay homage to the man who kept Moorcroft design alive, albeit within limitations, for over 40 years.

Hodnet Hall - Ginger Jar
Limited Edition

Hodnet Hall 769/6 Ginger Jar

£465.00

The original Magnolia design was drawn in 1975 from magnolias seen by Walter Moorcroft in the ground..

pure innocence - Plaque
Numbered Edition

pure innocence PLQ18 Plaque

£300.00

Very often in this strange world of ours, it is the smallest of objects which command the greatest r..

pure innocence - Vase
Limited Edition

pure innocence 32-8 Vase

£570.00

Very often in this strange world of ours, it is the smallest of objects which command the greatest r..

him and her - Vase
Numbered Edition

him and her 35-5 Vase

£350.00

One thing guaranteed to irritate Walter Moorcroft was any form of hint that the hallmark Anemone des..

white carnation - Jug
Limited Edition

white carnation JU7 Jug

£295.00

Generally speaking, designs from Walter Moorcroft were easy to understand and perhaps the most spite..

white carnation - Tray
Limited Edition

white carnation 780/4 Tray

£145.00

Generally speaking, designs from Walter Moorcroft were easy to understand and perhaps the most spite..

marine magic - Vase
Limited Edition

marine magic 93/8 Vase

£340.00

World War II brought in its wake, design styles that were very much “1950s” – but by the 1960s, new ..

race against time - Jug
Limited Edition

race against time JU3/12 Jug

£795.00

By the time the mid-1980s arrived, Moorcroft was in deep financial trouble. Walter Moorcroft, a man ..

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