Why everyone in London is obsessed with dressing cute

    There appears to be capital gain in it all, too — Emma Hill, Founder & Managing Director of Damson Madder, the brand best known for its ribbon and flower printed t-shirts as well as frill collar shirts, is opening a pop-up in Soho in February. “People want to have more fun, explore and reclaim more feminine elements within fashion,” she says, of trend’s rise. “Experimenting with oversized collars, bows, ribbons and other, ultra-feminine elements brings people joy and feels empowering in some way — embracing femininity instead of shying away from it.” The company ended 2023 with a 400 per cent increase in web sales. 

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