Founder, Damaris Evans How/Where did it all Begin? Please see 'Damaris' for more information about the designer.
Founder, Damaris Evans
How/Where did it all Begin?
Please see 'Damaris' for more information about the designer.
In 2003, Damaris launched the long-awaited diffusion line Mimi Holliday - mainline-inspired designs at a more affordable price. Rather than run the risk of losing control of the name, designs and profits, Damaris kept Mimi Holliday in-house but struck a deal with House of Fraser who exclusively sold the label through 25 stores nationwide. The first season was an immediate success and beat mid-market competitors like Love Kylie, Gossard and Calvin Klein.
Long out of it’s original contract, Mimi Holliday now stands alone as a label and is as well known as Damaris - adding Mimi Holliday Beachwear to the company in spring-summer 08.
The fabulous designs are made from luxurious French silk chiffon and 100% silk satin and delicate lace.
The diffusion line 'Mimi Holliday' is a more wearable version of 'Damaris', using some subtle mainline twists - like a hint of bottom cleavage or a mini corset detail - but at more affordable prices.
Those who wear Damaris have Mimi for their daywear, and those who cannot stretch to Damaris tend to wear Mimi as their special lingerie.
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