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About Us


Founder & Creative Director

Born and raised in Notting Hill, Damaris Evans started her label from the kitchen table with no more than a £5,000 grant from the Prince’s Trust in 2001. Damaris Ltd has now 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, a 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 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, maternity, 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.”


In December 2017, Mimi Holliday opened its debut store in London Primrose Hill. Come and visit us and experience Mimi’s World. A wonderland of luxury lingerie, stylish swimwear and accessories.


“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. 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.”


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