In 2001, Damaris Evans started a lingerie revolution. Mimi Holliday was launched in 2003. The label embodies mainline-inspired designs at more affordable prices. Despite its wide appeal, Mimi is placed at the top end of the lingerie market. Damaris studied Womenswear with print at Central Martins College in London. She received an Elle style award for ‘Young Enterprise of the Year’ in 2003 for her efforts and in 2005 received the Royal seal of approval when she was invited to Buckingham Palace to meet the Queen for a celebration of British Design.
Mimi Holliday has been mentioned in many publications such as; ‘Elle’, ‘Grazia’ and of course, ‘Vogue’.