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The launch of Damaris, eight seasons ago, spawned something of a lingerie revolution. After years of underwear departments saturated in nylon lace and cotton Lycra, the label created it’s own market for high fashion, avant-garde designs in natural luxurious fabrics, epitomised by a signature Bow Knicker with a cheeky bottom cleavage. The label is the brainchild of St Martin’s fashion print design graduate Damaris Evans who in 2001, at the age of 25, started the business from her kitchen table with a small loan from the Prince’s Trust. Her first collection was snapped-up by Selfridges, with a waiting list for the bow knicker, despite a retail price per piece, ranging from £125-2,000. Harrods, Harvey Nichols, Liberty and Browns Focus soon followed suit and have all featured Damaris in their window displays. Damaris’ designs and entrepreneurial skills were given recognition when she picked-up an Elle Style Award for ‘Young Enterprise of the Year’ for the Spring/Summer 2003 collection. Her knickers, bras, slips and bikinis are worn by celebrities such as Sophie Dahl, Pamela Anderson, Kirsten Dunst, Christina Aquillera Sadie Frost, Jade Jagger, Angelina Jolie, Alicia Keyes, Courtney Love, Liberty Ross, Claudia Schiffer and Liv Tyler. In Winter 2003, after much heated bidding from huge High Street names, Damaris launched the long-awaited diffusion line, Mimi Holliday, and chose to work with House of Fraser who sold the label through 25 stores nationwide. The range is now distributed throughout the UK, the world and online. The fabulous designs priced between £25 and £39 are beautifully wrapped in baby pink boxes for each customer. Damaris Evans is Notting Hill born and bred, and comes from a long line of creatives headed by her Great-Grandfather, the artist Sir William Rothenstein, the former director of the Tate Gallery. Damaris’ obsession with beautiful knickers started as a six year-old when she lost – and never found - her favourite polka dot bikini bottoms in a haystack at her parents house in France. She has been on a search to recreate the perfect knicker ever since. Damaris is stocked at 41 stores nationwide including; Browns Focus, Fenwick, Harrods, Harvey Nichols, Liberty and Selfridges. Globally at 28 stores, including Paris branches of; Gallery Lafayette, Le Bon Marche and Printemps. Also at Lane Crawford of Hong Kong, Henri Bendell, Ron Herman and Catriona MacKenchnie in New York and at various outlets in Monte Carlo, St Tropez, Beverly Hills. Ibiza, Athens and Milan. And online at www.figleaves.com and www.damaris-london.com.
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