How Damson Madder Went from a Little London Label to an International Sensation

Over the past five years, London-based fashion label Damson Madder has gained a cult following among everyone from it-girls to artists, and all manner of regular individuals. Founded just five years ago by Emma Hill, an alumna of the fast fashion industry, its pieces can be spotted on the likes of Ella Emhoff, Jemima Kirke, DJ Sophia Ziskin—and Anya Taylor-Joy even sported one of their puff-sleeve blouses on her whirlwind of rounds at the Cannes Film Festival this past summer. But it was a pair of leopard cargo pants that went viral and really put the label on the map. “The leopard cargo pant had 45,000 email sign ups at one point,” Hill recalls.

Responsible production standards—like year-over-year increases in the percentage of organic cotton used for each collection, and using recycled and deadstock fabrics—are core tenets of Hill’s design philosophy, but Damson Madder isn’t a beigecore “sustainable” brand. Bow detailing, contrasting embroidery, oversize cuffs, sleeves, and collars, and bright hues like poppy reds and sunny yellows feature prominently in their collections.

On Instagram, consumers are eager to interact with the brand, jumping into its comments section and tagging it in photos. A popup in New York City last September fielded constant queues and, Hill says, “helped grow awareness in the U.S,” in turn bolstering sales figures in the United States by a 636 percent increase.

While celebrity and social media attention can undoubtedly be advantageous for a young brand like Damson Madder, it alone can’t pull those kinds of numbers or land its pieces in retailers like the Galeries Lafayettes, as Hill and her team have done. The “secret,” if there is one, is that Hill knows what her consumer wants. “The Damson girl is someone who loves to feel good in what she’s wearing and is interested in bold designs. She cares about the quality and longevity of her garments and she wants to shop responsibly.” Damson Madder offers all of this at an accessible price; most dresses and separates, and some outerwear pieces, are priced around or below $200.