QUEEN OF LINGERIE. - TATLER
Damaris Evans is the creative force that revolutionised the lingerie landscape and took us outside the long accepted norm. Before her eponymous Damaris lingerie, there was no such thing as a bow-back knicker, the world had never heard of bottom cleavage, corset tie designs did not exist and ‘star' knickers were unimaginable.
When Damaris’ burst onto the scene, press exploded with praise.
“Damaris designs the cheekiest knickers in the world. The underwear industry has been rocked by them; they’re so original. So popular.” Evening Standard
Damaris paved the way for truly luxury lingerie. The Times said; “Damaris has broken the mould in lingerie- no one sold knickers over £100.00 before her.” For the first time in their 109-year history, retail giant Selfridges found themselves with a waiting list for underwear. Tales of women fighting at the tills over Damaris were reported in Elle Magazine. Vogue reported, “The fashion pack and celebrities are going mad.” Before Damaris, a bra was a bra, and a knicker was simply a knicker.
Fourteen years on, the lingerie world regards these shapes as standard product, with lesser versions of Damaris' innovative designs having infiltrated every corner of the market.
Born and raised in Notting Hill, Damaris started the label from her kitchen table with no more than a £5,000.00 grant from the Prince’s Trust in 2001. Damaris Ltd has grown into an international creative powerhouse flying the flag for British design in an incredible 37 countries. She has been honoured with a collection of accolades including Elle Style Award 'Young Enterprise of the Year,' winner of the 'Inspire and Mentor' Marie Claire campaign for the Princes Trust and a personal invitation to meet Her Majesty Queen Elizabeth II at Buckingham Palace to mark a celebration of British design.
In 2003, huge demand carved the way for Mimi Holliday, created as a diffusion line to the luxury of Damaris. With the same wild, creative, brand ethos, and maintaining the exceptional fit of Damaris, Mimi Holliday was born famous. The brand can now be found in over 400 stockists internationally. Offered in sixty-nine sizes, the Mimi Holliday label is committed to creating cool, approachable lingerie in exceptional quality for every woman. Mimi Holliday has now diversified into menswear, maternity, sleepwear, swimwear, loungewear and shapewear.
‘Avant-garde lingerie should be full of surprises. It must push design boundaries. Through lingerie a woman shows her true style. It is integral that my designs are luxurious, fun, interesting, cool and essentially, functional.’
- DA MA R I S E VA N S