It’s pretty much guaranteed that anytime K Middy wears something, it turns to fashion gold. Well, yesterday was my first personal experience with the “Kate Effect.”
A few years ago I met Sara Madderson at an International Women’s Day lunch, and she was telling me that she wanted to start a fashion line. We remained in touch, and recently Sarah and her business partner, Helen Hughes, asked me to help with their social media through my company, Hashtag Haute. Yesterday, the Duchess herself wore one of Sara’s designs to visit a London based primary school, and the Madderson London website and social media channels went into overdrive. The Naomi Dress (photo above) sold out within minutes, and the ladies have decided not to reissue the dress. The good news is that there are other similar designs online that are still available. If you’re pregnant check out the Camilla dress, or if not, then the Adeline has the same tweed trim.
There are several reasons that the Madderson London brand is so special. First off, you can wear them even if you’re not pregnant. Madderson launched a womenswear line in 2014, and the brand has had recognition from stylists such as Martha Ward for Vogue.co.uk, and includes socialites such as Heather Kerzner among its following.
Their design ethos starts with quality – they use premium fabrics (for example their tweed is sourced from Paris’ most famous couture-level tweed house, supplier to Chanel among others), and they work with some of the most experienced and talented pattern cutters & factories in London. They design all of their signature prints in-house.
It’s been a pleasure working with Madderson London on the social media side of things, and experiencing the Kate effect first hand. Right now, I need to hop of my blog and back on to their instagram, so please do follow @MaddersonLondon, @MaddersonMaternity on instagram, and @MaddersonLDN on twitter.
UPDATE:
Madderson London is now taking orders for its Naomi dress (£450) at www.maddersonlondon.com. Following the Duchess’ visit to the Barlby Primary School in London, the Naomi dress not only sold out immediately but also the unprecedented response caused the website to crash for much of Thursday.
“We have been overwhelmed by the love for our dress, how quickly it sold out and the impact it had on our website no doubt leaving some customers frustrated. So we’ve spent the past 24 hours working closely with our amazing suppliers and factory to find a way to produce a limited number,” said Sara Madderson, founder & creative director. “I’m delighted to say that customers can now pre-order the dress for delivery by the end of February.”
The Naomi dress is created from wool by Hainsworth, a historic British mill, best known for supplying Prince William and Harry’s uniforms at the Royal Wedding. The distinctive tweed trim is from France’s foremost couture-level tweed mill, Mahlia Kent.
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