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It\u2019s notably difficult to get Angelenos to show up on time for anything. It\u2019s not our fault\u2014blame the freeways and the infamous traffic (unless you\u2019re one of the few proud<\/em> bus commuters<\/a>). Alas, the well-heeled and energetic crowd who recently gathered outside a white-walled event space on Western Avenue for cult British brand Damson Madder<\/a>\u2019s L.A. pop-up belied the cliche and arrived right on cue.<\/p>\n It\u2019s only natural that Damson Madder would bring all the L.A. girlies to the yard; Emma Hill\u2019s North London-born brand is known for light and easy-to-wear dresses and separates that are primarily rendered in organic cotton (always a draw given the often-sweltering SoCal temps. The clothes are also crafted with an eye toward sustainability, minimizing waste through the use of recycled and responsible fabrics.<\/p>\n \u201cEverything is a lot bigger in L.A. and there are so many kinds of people here; it\u2019s quite different to London, and as a brand, we were talking about whether we would fit in here, so to have a response like this is phenomenal,\u201d Hill told Vogue<\/em>. Nearby, the likes of Lily Allen, Iris Law, Barbie Ferreira, and Jaz Sinclair milled about, browsing the collection as they sipped perfectly chilled wine from Frank Family Vineyards. Chef Chloe Walsh\u2019s snacks, naturally, nodded towards the brand\u2019s roots\u2014with plenty of caviar-topped deviled eggs, fish and chips, and nostalgic soft-serve cones that reminded this native New Yorker delightfully of Mr. Softee.<\/a><\/p>\n \u201cSometime around London Fashion Week, I was noticing, \u2018Oh, all the cool kids are at the Damson Madder show\u2019 and then I just became a fan. I\u2019m so excited they\u2019re here in L.A.,\u201d actor and director Zoe Lister-Jones told me, gesturing to her filmmaker partner Sammi Cohen<\/a> and explaining: \u201cSammi\u2019s a recent convert too.\u201d<\/p>\n After Lister-Jones and I bonded over our shared desire to nab one of Damson Madder\u2019s mint-green baseball caps<\/a>, I crossed the room to chat to model and media personality Vivian Jenna Wilson<\/a> who noted that the six-year-old label had recently come across her radar thanks to its pieces that remind her of \u201cwhat people wore at my high school.\u201d Indeed, the ruffled camis and totes, whimsical yet practical track shorts, and asymmetrical-hemmed handkerchief skirts on display do look like what the coolest and most incongruously nice girls of your past might be wearing now\u2014if they landed a decent job and were really into sustainable fashion, that is.<\/p>\n Damson Madder\u2019s fashion DNA could probably be summed up as one part Ganni<\/a>, one part Eckhaus Latta<\/a> and two parts entirely its own thing; there\u2019s plenty of fashion space for Hill and her colleagues to take up in the City of Angels, and hopefully, this bash and four-day pop-up was just the beginning of the brand\u2019s nice girl-approved West Coast expansion.<\/p>\n<\/div>\n