Senja by Maddie is a London-based slow fashion brand founded during lockdown in 2021. After being made redundant from her role as a knitwear design assistant, Maddie began upcycling garments and making clothes for friends and sharing her creations on Instagram. What started as a small creative project quickly gained a loyal following online, with pieces going on to be worn by artists including Zara Larsson, Katy B and IAMDDB. Today, the brand focuses on colourful, feel-good clothing, ethical production and low-waste practices - every piece continues to be designed and handmade in London.