Damaris brought about a lingerie revolution when it was launched in 2001. Women, after having been saturated for years in nylon and cotton Lycra, at underwear departments, were delighted to experience a breath of fresh air brought in by Damaris. Seizing upon a gap in the lingerie market, Damaris went on to magically transform natural, luxurious fabrics into haute couture and avant garde lingerie designs well epitomized in the signature Bow Knicker with the characteristic playful and teasing silk ties at the back.
Damaris is the brainchild of St Martin’s fashion print design graduate and namesake Damaris Evans, who went on to start this business at the age of 25 from her kitchen table with a £5,000 loan from the Prince’s Trust. This modest sum was just enough to cover the production costs of the first collection. Damaris took her creations to Europe’s top lingerie departments like Selfridges and Le Bonne March, Paris, where, despite a retail price ranging from £125-£3,000 per piece, both stores took them in.
Conquering the fashion press was the next step to Damaris’ success. Damaris found its way into all the top magazines, sometimes even treating the editors, feature writers and stylists to a private viewing. The effect was instant and extremely favourable. The Evening Standard magazine featured the collection in a double page spread which was soon to be followed by the likes of Vogue and Elle even went on to award Damaris the title of ‘Lingerie Queen’. The waiting list for the Bow Knicker at Selfridges was a direct consequence of that. As of today, Damaris enjoys an uber-luxury status featured only in exclusive luxury shops around the world for the discerning customer.
Damaris products are brought by women who are individual, style-conscious and adventurous which includes A-listers such as, Mischa Barton, Kirsten Dunst, Pamela Anderson, Sophie Dahl, Christina Aguillera, Sadie Frost, Jade Jagger, Angelina Jolie, Alicia Keyes, Nicole Kidman, Courtney Love, Kelly Osborne, Liberty Ross Claudia Schiffer and Liv Tyler.