Mimi Holliday launched 9 years ago, back in 2003. It has an ethos of playfulness and fun, and is designed by British designer, Damaris Evans. Born in London, and educated at Central Saint Martins College of Art and Design, Damaris set up her first business in 2001 thanks to a loan from The Prince’s Trust. Since then she has become a real trendsetter and her innovative designs have become iconic throughout the lingerie world.

It is perhaps the back bow knicker design that Damaris is best known for, as it was so unique and evidently popular amongst consumers that the design was immediately copied by a number of well-known high street shops. However, these are purely cheap imitations of a cutting edge design, and Damaris continues to lead the way when it comes to lingerie. Her pieces are always on trend, and always evolving, meaning that she has amassed a loyal fashion conscious fan base over the years. The collections themselves are always much loved, and each piece has a flirty, naughty but nice feel about it.

The collection includes peak-a-boo cut outs, bottom cleavage enhancing knickers, and bras that embrace the fuller bust. The lingerie is intended to flatter all shapes and sizes and is designed for all ages. Bold prints are teamed with gorgeous laces and an array of colours. The Mimi Holliday key pieces are its skimming hipster shape knickers and Bridget Bardot-esque structured balcony bras, all made from luxurious silks, satins, luxury lace and French silk chiffons.

Look out for luxury fabrics and prints in the new collections coming through this season, including the Chanterelle range, balcony bra, a variety of bottom styles, and a pretty polka dot slip! A couple of particularly exciting prints in the collection include the Coco Loco Balcony Bra in Leopard print and the Tinkerbell Plunge Bra. The Coco Loco is a fun and flirtatious bra that can be teamed with the much loved Bow Back Thong, Hipster Thong, or Classic Knicker.

The Tinkerbell Plunge Bra is lovely little number, it oozes elegance and Parisian chic, as well as offering a more classically feminine feel. The collection also offers the ultimate in luxurious nightwear in the guises of the stunning Polka Dot Slip and the irresistible Coco Loco Teddy. Both are guaranteed to make you fall in love with Damaris’ expert designer eye, and you’ll be wondering what you ever did without Mimi Holliday in your wardrobe!