Mimi Holliday

The launch of Damaris, in 2001, spawned something of a lingerie revolution. After years of underwear departments saturated in nylon lace and cotton Lycra, the designer seized upon a gap in the lingerie market and created high fashion, avant-garde designs in natural luxurious fabrics, epitomised by a signature Bow Knicker with a cheeky bottom cleavage.

The label is the brainchild of St Martin's fashion print design graduate Damaris Evans who, at the age of 25, started the business from her kitchen table with a £5,000 loan from the Prince's Trust

In 2003, after much heated bidding from huge High Street names, Damaris launched the long-awaited diffusion line Mimi Holliday - mainline-inspired designs at a more affordable price. Mimi Holliday brings you the same elegant and luxurious pieces for a fraction of the price.