“I have found that if you lead by what everyone else is doing, that’s when you get left behind. I have always done what I wanted to do, and I believe in following your gut.” – Damaris Evans.
Damaris Evans, founder of Mimi Holliday has art in her blood. Her great grandfather was Sir William Rothenstein, who was the principal of the Royal College of Art. Her grandmother Betty studied at the Royal College of Art. There she was a contemporary of the English sculptors, Henry Moore and Barbara Hepwort. “Art was a big part of my family’s life and it was amazing to be exposed to such amazing artists,” says Evans.
Above: Barbara Hepworth, Henry Moore and Damaris’ grandmother, Betty Rothenstein.
It’s no wonder that Damaris went on to establish two successful intimate apparel collections, Damaris in 2001 and Mimi Holliday in 2004. She started her business with a small loan at her kitchen table and turned it into a demi-couture collection and a diffusion line that has received overwhelming praise.
“The one bow knicker was flown all over the world to be on covers of magazines and famous bottoms.”
In 2005 she was invited to Buckingham Palace to meet the Queen for a celebration of British Designers, and her designs were featured in the cover story of Vogue Magazine. “My knickers are loved and worn by Kate Moss, Liz Hurley, Lara Stone, Rosamond Pike and by people all around the world,” she says. “Mimi is a household name. You couldn’t ask for more.”
In 2017 Damaris was awarded a trademark for her popular bow back knicker design. “Everybody loved it and this is what changed the lingerie industry forever,” Damaris says of her design. “The one bow knicker was flown all over the world to be on covers of magazines and famous bottoms.”
She says the idea came to her because she was looking for something fun to add to the traditional design. Since the front of the garment uses such a small amount of fabric, she likes to focus on the backside. “I thought it would be fun and cheeky to cut a hole out of the bottom and so I did it,” she says. “Then I wanted to have a tie that opened and closed the knicker. As the bow was done up it covered the peep, it was so cute. It still makes me smile when I see it on!”
THE MIMI HOLLIDAY CUSTOMER
Damaris says she designs for the women who want to live their lives to the fullest. “They don’t shy away from fun prints and designs, bright clashing pops of color and naughty details,” she says. “She is a go-getter!”
It’s those details that continually show up in her designs. They are playful, wild, luxurious and sassy. “Lingerie is so much fun because you can be wearing really dull boring clothes and secretly know that you have this AMAZING bra on underneath it all,” Damaris says.
There are plenty of sumptuous styles found in the current Spring Summer Collection. Damaris says her favorites are Chi Chi Blanc and Chi Chi Blu (pictured below). “They’re the first Sport Luxe styles I’ve done, and I think they just look so cool,” she says.
Chi Chi Blanc marries comfort and style, with pretty, botanical lace and graphic strips of wide elastic that provide support and shaping. The Chi Chi Blu triangle bra comes in a luxurious shade of duck egg blue and features two triangles of 70s inspired daisy lace. A wide elastic band with Mimi Holliday lettering provides support and shape without the need for underwire or padding.
Her all time favorite to wear though is the high-waisted knicker with corset detailing on the back. “I’m adding that into more and more stories,” she says, “purely from a selfish standpoint because I want to wear it!”
THE QUEEN OF LINGERIE
She’s been dubbed the “Queen of Lingerie,” by Tatler magazine and for good reason. Damaris has carved out her own lane in the intimate apparel industry.
“I have found that if you lead by what everyone else is doing, that’s when you get left behind,” she says. “I have always done what I wanted to do, and I believe in following your gut.”