UK-based luxury brand 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. Being a 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, the label took on Europe’s top lingerie departments like Selfridges and Le Bonne March, Paris, by storm.

In 2003, Damaris launched the long-awaited diffusion line Mimi Holliday to offer mainline-inspired designs at a more affordable price and it has been a tremendous hit ever since! Mimi Holliday products are a more wearable version of Damaris as they use some subtle mainline twists like a hint of bottom cleavage or a mini corset detail. Fashionistas who wear mainline prefer Mimi for their daywear while those who cannot stretch to Damaris rely on Mimi for their special lingerie.

Mimi Holliday, each year, puts together two collections highlighted by Bardoesque structured Balcony bras and skimming hipster knickers. Crafted from real silk, satin and French silk chiffon and being extremely flattering, these designs work well for all figure across different age groups from 18 to 60. No wonder Mimi Holliday spans a much wider customer range. The hipster shape knickers and flattering shape of the balcony bra are the two key reasons for Mimi’s immense popularity.