Damson Madder's Latest Drop Is a Lesson in Looking, and Looking Good

Damson Madder never misses. Whether it's the brand's Christmas capsule, its "untitled" collection beating back-to-work blues, or its high summer swimwear, every collection has been a smash hit. And the label continues to do this with its latest summer capsule, "THE GAZE."

This curated capsule is a conceptual collection wrapper in a story about how we see -- and how we want to be seen. As usual, the brand's prints steal the show. We're talking a flirty red-and-white micro polka dot (yes, polka dots are back and better than ever) scattered across mix-and-match pieces like midi skirts and cute summer tops. Then there's a cooler contrast in the form of blue and rich chocolate stripes, making a stylish splash on the fan-favourite "Hazel" shirt, a floaty dress and a matching bag you'll want to take everywhere.

Damson Madder is playing with structure this season too, with utility-inspired skirts and strappy dresses featuring lace-up details that scream effortlessly put together. It's all about the balance -- a little softness here, a little edge there and it works like a dream.

Of course, no Damson Madder drop is complete without accessories that tie the whole narrative together. The star of the show is the striped bag, designed to play nice with the capsule's standout prints. The campaign, shot on location at the Henry Moore Studio and Gardens (yes, the artsy vibes are strong), the campaign brings everything full circle. With its focus on sculpture, nature and the quiet power of observation, it invites us to pause and really see the clothes and the story it's telling.

Damson Madder's latest drop is available for purchase on the brand's official website. Click the gallery to see some of the campaign images.

For more fashion drops, read about AVAVAV's new adidas Originals collab.

Click here to view full gallery at Hypebae