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