As exciting avant-garde lingerie brand, Mimi Holliday launches on BrandAlley today, we catch up with Damaris Evans, the label’s amazingly inspiring Creative Director and CEO, to ask her the all-important questions.

How did Damaris Lingerie and Mimi Holliday begin? 

I’ve been sewing since I was five years old. When I was a little girl, my mother had this red and white polka dot bikini and she’d wear it during our idyllic summers in France. I guess I’ve spent my life trying to recreate that one perfect set! I studied at St Martins and I wanted to do lingerie for my final degree show, but wasn’t able to, as it’s a formal fashion college. Instead I did matching knickers under the dresses and used Sophie Dahl, an old friend at the time, as the leading model. So, the no-expense-spared hand-crafted knicker world was born. The Damaris label saw the invention of the bow-back knicker, the corset knicker, and the peep knicker, amongst others. A bra needs to fit – it’s engineering. On a knicker, the bottom is the biggest canvas to be creative with, and as I always say – everyone has good bottom cleavage!

Mimi Holliday was born out of necessity after a year. Damaris had completely taken off, but it’s a luxury, avant-garde aesthetic. Our clients wanted everyday bras created for comfort and fit, but with the same design-led appeal and at a more approachable price point. Mimi Holliday was born!

What’s the difference between the two brands?

Mimi’s got to be put on every day, which means it’s got to fit into your day and your schedule – that’s the ethos. Damaris is another matter. You create your world when you wear Damaris.  Mimi is relaxed, cool, and fun. Damaris is commanding femininity. Through both brands, there is an undeniable vein of quirky British humour.

 What’s a typical working day like for you?

Crazy: Creative Director and CEO!

There aren’t enough hours in the day! I wake up to my gorgeous ball-of-energy daughter, Kitty, who is nearly two. I spend some quality time with her before leaving for the office to be there for 9am. I get in and typically go through what needs to be done during that day over a fresh mint tea. With some classical music, this is my time (or meant to be!) to decide the day’s priorities. What takes up my day is cyclical: I may be in design mode, or working on fittings, or doing the million other things it takes to run a business! At the end of it all, I go back to the ball of energy and have a glass of red wine with my partner. It’s always an early night for me these days!

 Where do you get your design inspiration from?

When I have time to just relax, like at our house in France, that’s where I really let my mind wander and find inspiration.

What is the most common mistake women make when it comes to buying lingerie? Most common? Buying too big on the back and too small on the cup. So a 32D, for example, is often wearing a 34C. But also, it’s not experimenting with colour! That gorgeous blush you’ve been eyeing up is pretty great in nude too. It’s easy to be surprised by how seamless it is to incorporate coloured lingerie into your wardrobe.

 What’s the best piece of advice anyone has ever given you?

‘Treat others as you wish to be treated’ – this is my motto for home and work.

What’s your proudest achievement so far?

Inventing a whole new style of knicker! That, and years ago when we hit the first million of sales – that’s a fun number and was a goal to reach.

Why Damaris? Is there a meaning behind your name?

It just works – I think my parents chose wisely. It took them three months to name me! It’s actually a very old Biblical name.

 What’s next for you? That would be telling! We love to surprise.

 

Quick-fire round, what is your favourite:

Fashion Designer:  Roksanda Ilincic, an old friend.

Artist:  Henry Moore. He was my Grandmother’s first boyfriend and my Great Grandfather’s protégé. 😉

Colour:  White for clothes, black for lingerie.

Food:  Spicy.

Book: Bonjour Tristesse by Françoise Sagan.

City:  London, of course.

Style:  London style everywhere!

Drink:  French red wine at 6pm on the dot!

Essential comforts:  Alexandra Soveral’s cleansing routine and my family.

Feeling playful? Why not shop our  Damris Lingerie sale.