London label Damson Madder is such a staple of the capital’s wardrobes that it’s surprising to remember it’s only been around for six years. Founder Emma Hill launched the label in 2020 and its playful pieces, which fuse hyper-feminine prints and cuts with utilitarian silhouettes, are in the wardrobes of everyone from Lily Allen to Jemima Kirke. While it’s had a number of pop-ups and residencies in London and other cities, it was high time it launched a permanent retail space.
Enter: its new – and first – permanent spot in Selfridges Oxford Street, which is also its largest physical space yet. It’s located in the Contemporary Studio on the third floor of Selfridges, and has been designed by Kat Milne, who’s worked on shops for Peachy Den and Climax Books. Hill tells Broadsheet it’s intended to feel “feel as though [customers] are stepping into a space that feels inspiring, elevated but inclusive”.
Milne’s design has taken cues from a domestic space that’s been transplanted into a public setting. A raw timber table displays tchotchkes – an analogue clock, a vase of flowers – while light purple stools add colour and a quilted fabric is laid over the back wall. The simple black-metal racks hold Damson Madder’s latest collections, giving customers the chance to experience the brand “as an extension of our brand universe beyond the digital”, Hill says. “Quality and fit is at the core of our design philosophy and so the opportunity for customers to touch, feel and try on the garments before buying is a huge part of bringing our brand experience and ethos to life.”
Damson Madder launched a pop-up with Selfridges back in 2024, building on the success it had already experienced for a thoughtful approach to design that harnessed recycled and organic fabrics and dyes. Now, Hill – a former fashion buyer who was motivated to launch her own label after seeing the environmental costs of the industry – leads a 45-strong team of women who work from the brand’s north London headquarters.
Damson Madder’s new space is at Selfridges, 400 Oxford Street, W1A 1AB.
