United Kingdom of Great Britain and Northern Ireland
About this brand
Mimi Holliday succeeds in making lingerie sexy and fun
(corsetry, swimwear, nightwear, loungewear)
The designer Damaris Evans created her first luxury lingerie brand in her own name with a £5,000 grant from the Prince’s Trust charity that supports promising British talent. Very feminine and sexy but also wonderfully fresh and bold, the brand was a resounding success. Her bow-back knickers reached iconic status and earned high praise in the press. Designs were so popular that Damaris was soon asked to translate her unrivalled style into a more affordable brand. Mimi Holliday was thus born in 2003. From the outset, the brand followed its big sister’s example by launching a series of previously unseen brief styles. Unusually, these knickers are all about the rear view: Peep Back Knickers come with varying sizes of peep-hole, Wrap Knickers are wound around the body, Strip Knickers feature narrow strips of fabric and Corset Knickers are laced up corset-style. Mimi Holliday likes to incorporate a good dose of fun, punctuating collections with novelty embroidery (such as cats, shells, stars, etc.) created by the designer herself. With a clear focus on sensuality and wellbeing, the brand is particularly attentive to fit, as well as fabric quality. Favourite fabrics include silk, French lace and Italian jerseys.
- Daywear lingerie / Bodywear