In 2003, Mimi Holliday's then creative director, Damaris Evans, inspired a new era of lingerie that offered a wild, creative, brand ethos with exceptional fit. Mimi Holliday was born famous. In 2019, Mimi Holliday was acquired by new owners, with the original founder, Damaris, remaining as Creative Director to ensure that the brand’s much-loved handwriting, would still be evident in every product.The brand can now be found in over 400 stockists internationally. Offered in seventy-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 beachwear, sleepwear and loungewear.
“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.”
“The fashion pack and celebrities are going mad. Before Damaris, a bra was a bra, and a knicker was simply a knicker.”
“The Queen of Lingerie... Damaris revolutionised the lingerie landscape and took us outside the long accepted norm.”