An Inside Look Into Damson Madder's AW 26 Collection With Founder Emma Hill

Ava: Where did you draw inspiration from for this collection?

Emma: Our Creative Director Fontaine begins every season with boards that speak to different iterations of the ‘Damson Girl’.  This season the board was called ‘Bonjour Tristesse’ [after Françoise Sagan’s 1954 novel]. The inspiration came from the protagonists in indie film and TV; somebody who lives in her own imagination, and how that spills into her fashion: think romance, sheer, asymmetric cuts, slogan tees that say ‘I Love Reading For Fun’, and melodrama. There’s also a bit of a nod to poetry and British history.

Ava: If you had to describe the vibe and energy of this collection in just three words, what would they be?

Emma: Playful, imaginative and nostalgic.

Ava: What is the one "hero" item in this collection that you think everyone is going to be obsessing over?

Emma: We have released two new iterations of our instantly recognisable viral Jerry reversible crop trench from 2025. This year, the cropped silhouette has been reimagined in two longline iterations; a caramel check in 100% organic cotton, and a grey and toffee check in wool blend.  

Ava: Presentation sets always tell a story. What kind of atmosphere or world did you want to create for guests walking into the space today?

Emma: We always aim to put out creative and events that feel joyful and humorous; and have a distinct point of view.  Since the very beginning, remaining authentic to who we are as a brand is central to the spaces we create in real life.  The production of our very own variety show was meant to evoke nostalgia for old-school talent shows; a way to present the collection that felt distinctly less serious than a traditional runway show.  The aim is always for our community to have fun and come away feeling that the experience was more than just a ‘brand’ event.

Ava: As a founder who built a cult brand with such a distinct look, what's the best piece of advice you’d give to someone wanting to launch their own label?

Emma: Build your community first. Community is so important for any brand; and having an organic, authentic and engaged community is half the battle when it comes to launching a label. Beyond community, Damson Madder has been built with a distinct point of view, from a design and brand perspective; which I think is so important in an often crowded and noisy landscape.  It’s all about knowing who your audience is and offering them a product that feels truly special and adds value to their lives.