Stylish Londoners Are Quietly Obsessed With This Affordable Dress Brand
If you’ve scrolled Instagram at all this summer, you’ve likely noticed a pattern—puff sleeves, picnic checks, corset seams, and a certain effortlessly cool energy. Odds are, you were looking at Damson Madder. What started as a small, sustainability-minded brand in London has become something of a fashion phenomenon, quietly taking over wardrobes (and wish lists) with its kaleidoscope of dresses that feel like vintage gems with a modern edge. There’s an art to what Damson Madder does: each piece is playful but considered, romantic without being twee, and always cut in a way that makes you want to reach for it over and over.
Junior Fashion Editor Imani wearing the Simone dress
You need only look at the brand’s cult hits to understand the hype. The Lilo dress, for instance, was the closest thing we saw to a fashion frenzy this summer—a polka-dot sensation that sold out in record time. Then there’s the Simone dress, a breezy cherry-embroidered midi with adjustable straps and delicate ties, beloved by our very own junior fashion editor, Imani-Nia Francis-Tsolaki, who swears it’s “impossible not to feel like the main character” while wearing it. These dresses aren’t just pretty—they do something. They hold shape, spark compliments and walk the line between nostalgic and new.
It goes without saying that the celebrity seal of approval hasn’t hurt. Emma Roberts has long been a fan, styling Damson Madder’s gingham and broderie anglaise pieces with her signature L.A. nonchalance, but it was Olivia Rodrigo’s recent outing in the brand’s Bora mini dress—a ruched gingham showstopper worn with Docs—that sealed Damson Madder’s status as the go-to label for anyone looking to master that elusive It-girl energy.
Whether you’re after an easy throw-on mini for late summer days or a statement midi dress for transitional layering, Damson Madder has options that deliver on both polish and personality. Ahead, we’ve rounded up the very best dresses from the brand’s current collection—including new iterations of its most-loved styles and a few under-the-radar gems you’ll want to snap up before they disappear (again).
Shop the Best Damson Madder Dresses
Damson Madder
Malinda Super Smocked Midi Dress – Navy Olive Spot
A super-smocked silhouette with puff sleeves that bring maximum drama to minimal effort.
Damson Madder
Simone Slip Midi Dress – Butter Yellow
The highly instagrammable Simone, loved by our Junior Fashion Editor Imani in a soft butter yellow that feels fresh but wearable
Damson Madder
Raphaela Ruffle Midi Dress – Berry Business
Ruffle-trimmed and shirred in all the right places, the Raphaela midi is equal parts feminine and relaxed. The bold berry check makes it a standout piece for transitional dressing.
Damson Madder
Cynthia Sheer Midi Dress – Burgundy Spot
The Cynthia dress balances romantic sheerness with everyday wearability, finished in a rich burgundy spot and complete with a removable slip.
Damson Madder
Goldie Mini Dress – Leopard
This leopard-print mini is giving ‘90s club girl with a countryside twist—structured, square-necked, and always up for a good time.
Damson Madder
Angelina Midi Dress – Blue/choc Stripe
A corset bodice meets beachy blue and brown stripes in this cult-favourite silhouette. Feels like holiday dressing, even when you’re just running errands.
Damson Madder
Mallory Midi Dress – Cloudy Check
Mallory’s soft check and ruched front give sweet-girl energy without tipping into twee. Just add loafers or trainers and call it a look.
Damson Madder
Angelina Midi Dress – Red
In a rich red hue with a fitted bodice and wide straps, this take on the bestselling Angelina dress brings instant impact. The full, tiered skirt adds drama without the effort.
Damson Madder
Bora Mini Dress – Cloudy Check
Worn by Olivia Rodrigo herself, the Bora is all charm with just the right amount of playful. The cloudy check makes it picnic-ready, coffee-run approved.
Damson Madder
Adeline Denim Mini Dress – Laser Check
Structured, boxy, and giving retro school uniform—but cool. Adeline’s laser check and pocket detail make it your new go-to for layered dressing and transitional days.
Damson Madder
Goldie Dress – Denim Indigo
The best-selling Goldie in indigo denim = instant outfit. Boxy and confident, it’s the kind of mini that works with boots, socks, sandals—whatever your mood demands.
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