Madison Ludlow, the founder, curator, and designer behind Ludlow Shop, is bringing West Coast-inspired Americana to the contemporary vintage scene. Ludlow’s curation exudes the coolness of a coastal cowgirl—she’s an expert at styling out a look, toeing the line between feminine and tomboy; pairing soft silks with rough-and-tough leathers and 1960s letterman jackets. In an interview with Display Copy, Ludlow describes the fashionable women in her life who shaped and inspired her journey into fashion, as well as indulged us in her creative process for sourcing and designing Ludlow Shop’s infamous quilt coat collection.
DISPLAY COPY: Tell us the origin story of Ludlow Shop and the course you charted to starting your own business.
MADISON: Sustainability was always important to me as I pursued my career in fashion [I was a Buyer and Merchandiser for a sustainable fashion brand prior to jumping off on my own.] While in that role, I became interested in Creative Direction, as I loved being a part of building the brand's vision, setting overarching goals and conceptualizing creative ideas. In 2019, I started to share some of my antiquing on social media, selling little pieces here and there, and the little side-hustle quickly turned into a rapidly growing business and overwhelming obsession.
I’ve always loved antiquing. My mom's an interior designer so I grew up with old found and collected objects all around our house. I would go to little flea markets and yard sales and I loved picking stuff up and arranging them into our home and my apartments as the years went on. That passion just sort of grew until it turned into a business. I love the educational side of it. Finding pieces and teaching people about them, not just selling them but really sharing the history. I like to tell my customers, “these are from this time period and this is why they're so special and here’s what's so unique about this blouse or these tiny little details.” Someone else might overlook them, but I like sharing with people what I know. It’s a different experience from a modern retailer, which I know my customers really appreciate.
DISPLAY COPY: What’s your earliest fashion memory?
MADISON: My earliest fashion memory was of my grandmother, Astrida. She made a lot of her clothes from collected fabrics and really loved shopping. She was a very fashionable woman and really cared about her appearance—she was a Latvian immigrant and came to the U.S. during the war and had to start a whole new life with nothing to her name. She had the most funky collection of colorful clothing and I was always enamored by her joy for fashion. I would sit and watch her on the sewing machine making clothes and mending things and I loved it. She was so invested in these pieces. So, my own curiosity really took off from there. Most of my sewing techniques I actually learned from her. It's funny… when I think about what she wore and what I wear, we’re so different. We could not be more opposite. [laughs] But I think we both share the same appreciation for fashion.
DISPLAY COPY: How would you describe your personal style?
MADISON: I like a mix of masculine and feminine styles. For example, I will pair a 1930s slip with a 1960s rugged letterman jacket; things that feel polar opposite but complementary. I definitely get a lot of my style inspiration from my mom who is very classic, she’s always wearing a nice pair of tailored trousers and a cotton button down. From her influence, you won’t find me without an oversized button down on vacation—that's an essential piece of my wardrobe. I also love Victorian nightgowns… all the tiny beautiful details, pleating, puff sleeves, and ruffles that just feel very feminine!
DISPLAY COPY: What are the top three vintage essentials that you’d recommend to someone looking to incorporate more vintage into their closet?
MADISON: Definitely a good pair of U.S. Navy wide-leg whites, they’re so classic and versatile. And a cream-colored wool fisherman sweater is great. This might sound weird, but no matter where I travel, whether it’s somewhere tropical or up in the mountains, I always bring a leather jacket. I’m very drawn to 1940-60s leathers. They’re beautifully worn-in and not super heavy like how some other leather jackets can be. A lot of the clothing pre-1930s was handmade and that kind of craftsmanship is just so rare to come across nowadays. I mean, there are modern brands who are doing it, but I think vintage is the most accessible way to access top-level craftsmanship.
DISPLAY COPY: Tell us about your bridal collection.
MADISON: I launched our first vintage bridal collection in 2022, curating pieces from the 1890s-1950s and focusing largely on all the little details. It’s the tailoring and craftsmanship—the way the lace is draped or the delicate placement of a little bow. There are so many different ways to wear vintage on your wedding day: like putting a silk slip on in the morning while you get your hair and makeup done or throwing on a bodysuit under a netted dress for the after-party.
DISPLAY COPY: What advice would you give to a future bride looking to wear vintage on her wedding day?
MADISON: You just have to go and try things on! Do some research and find a vintage curator who specializes in bridal and just see how things feel on your body. Sometimes pieces may surprise you. It's often the dress you didn’t think was quite “you” or that you weren’t sure would fit right that ends up being the one. When shopping online, I think it's super important for a customer to know these key measurements: pit to pit, shoulder, and hip. For more tailored or intricate fitting garments, know your measurements for the arm hole, wrist opening, and neck opening.
I also suggest to everyone that they try on a 1930s bias cut slip dress! They fall so beautifully and fit such a range of shapes and sizes. Many brands don’t do the bias cut anymore because it wastes so much fabric… but there’s nothing quite like it. They’re great for formal occasions or layered down with a chunky fisherman sweater; one of my favorite day-to-night looks.
DISPLAY COPY: Tell us more about your line of upcycled antique quilt and blanket coats.
MADISON: Upcycled coats from quilts can be found dating back to the 1940s—I still find them sometimes throughout my travels. I love the art and storytelling behind quilting... I have a personal collection that I rotate hanging on my wall throughout the seasons. In the summer, it’s bright blues and yellows and in the winter it’s this 1920s crazy velvet quilt with moody tones. I’m mostly drawn to textures when I’m sourcing. I’ll hold the quilts up to me and see how they drape and try to imagine how they’ll be worn. Then, I cut each pattern myself [because I’m very particular about the design] and I work with a local seamstress for assembly. A few years ago I began to work with my friend in Central California who is a sheepskin hide tanner and through our partnership I added genuine sheepskin collars which was a huge success. Wearing a coat that’s made from a vintage quilt just feels like you're wearing a big warm hug!
DISPLAY COPY: Ludlow Shop’s in-house collection made from deadstock fabric feels very vintage-inspired with well-executed references. Can you talk about the inspiration behind some of your silhouettes?
MADISON: Our Ludlow In House, like you said, is very inspired by vintage silhouettes. Our Oliver Denim Trench, for example, is reminiscent of a classic 1960s workwear jacket with updated modern wide sleeves and a unique envelope pocket on the chest for an added feminine feature. It’s such a classic staple. Our Sandra Shirt is another style that’s inspired by my love for men’s French shirts. It features oversized long cuffs and high-cut side slits, it’s both flattering and feels effortlessly cool. Most importantly, as you mentioned, every aspect of the line is thoughtfully considered and made in California using beautiful deadstock or ethically sourced fabrics.
DISPLAY COPY: Where else do you seek creative inspiration from?
MADISON: This isn’t an easy question to answer because inspiration comes from everywhere: the objects around me, the quilts that hang on my wall, the ironing board I use as a side table next to our couch. All of these primitive, old pieces are so inspiring to me because they tell a story of how people once used them and what they mean to us today. I feel most inspired when I’m on the road traveling and sourcing vintage for Ludlow... So much of what I’ve created for the shop is part of who I am. I feel lucky to say that currently, in my life, I'm just very obsessed with this path that I'm on.
