From viral sell-out designs to celebrity fans, 2024 was the year that Damson Madder’s dopamine-inducing dresses, jackets and gilets exploded in popularity, seen on everyone from fashion week favourites to your best-dressed colleague. Here, Emma Hill, the woman behind the buzzy brand, shares her nine ‘rules of cool’ ahead of the new year, from the one trend she’s predicting will make a big comeback to the in-the-know drinks brand we should all be sipping. You’re going to want to make notes.