Founded in 2020, sustainable London womenswear label Damson Madder has quickly grown a devoted fanbase for its blend of playful, ultra-feminine details with modern, often masculine shapes. Even if you haven’t heard of Damson Madder, you’ve probably noticed its influence on London’s street style. Not only has it put frills and eccentric collars back on the fashion radar, but the brand has just launched in Liberty and is expanding into the US.
The capital loves Damson Madder – but who does Damson Madder love? We caught up with founder Emma Hill for her scoop on other independent London brands to watch.
Completedworks
“I just bought these incredible earrings from Completedworks. Every single person I saw was like, ‘Oh my god, I love your earrings. Where are they from?’ They have such standout pieces – everything’s quite major. They use a lot of pearls, so there’s something very decadent and beautiful about it. They show at London Fashion Week, which is very cool for a jewellery brand of that size, and have a Marylebone showroom. I would love to collab with them.” completedworks.com
Wales Bonner
“Though Wales Bonner started as a menswear brand, I can really see the womenswear coming through, including lovely polos, jersey pieces and casual tops. There’s a nostalgic feel about the brand which, for me, is very cool. And the collabs have been phenomenal – I own two pairs of the Adidas and Wales Bonner sneakers. I’ve really enjoyed seeing the brand evolve.” walesbonner.com
Dora Larsen
“I think underwear is hard to buy in the UK right now. You want something that fits? You go to M&S. But if you want it to also look great, go for Dora Larsen. The underwear is so aesthetically pleasing, with beautiful, bold, unusual colour combinations, and the fit is really strong – the proportions and cuts of the bras and pants are very flattering.” doralarsen.com
Aries
“I love Aries for their bold, luxury streetwear with standout graphics and incredible colours. It’s quite an iconic London brand that speaks to a broad group of people – I wear their T-shirts, and so do my much younger friends. Their flagship store in Soho is a real vibe; I’d recommend anyone going to the area to visit. It has a coffee shop inside and a stunning fit-out that perfectly showcases the Aries world – men’s, women’s and jewellery.” ariesarise.com
Miista
“Miista are one of my favourites, and I feel they’re dominating right now in terms of very cool shoes. They push the boundaries a bit – nothing’s boring, and sometimes it’s even a little bit weird. They look very designer but are at a more affordable pricepoint. I love the way they celebrate craftsmanship. They’re very transparent about the production, and it’s all handmade in Spain and Portugal.” miista.com
