August 26 2011
Can it really be 10 years since Damaris slinked onto the lingerie scene and spiced up our knicker drawers with her signature – and much-copied – bow-back panties? I remember the debate over these as a pair first arrived in the office a decade ago: smitten colleagues agreed that they were gorgeous and sexy but couldn’t see how to wear them outside the boudoir – until we realised that, for parties at least, the young and beautiful could just hoik up the bow so that it sat prettily over their waistband.
Since then, the luxe brand has gone from strength to strength, with exquisite (and utterly wearable) lingerie of fabulous fit, and with its diffusion brand, Mimi Holliday (set up in 2004), growing 30 per cent season on season.
To mark Damaris’s 10th anniversary, Selfridges is hosting a pop-up store for the month of September, with both Mimi Holliday and Damaris ranges exclusive to it. Styles include the very pretty Mimi Holliday Bubblegum Frost Leopard and coral silk-satin teddy (first picture, £75) and the sweet-yet-sexy Damaris Very Cherry Fuchsia silk-satin and lilac lace super-plunge bra (£54) and bow-back thong (£35, both second picture) – with cup sizes ranging from AA up to a GG.
Designer Damaris Evans (still only 34) reminisces: “Ten years ago, Selfridges had never bought a pair of knickers over £100. The store took a chance on a luxury lingerie label and, after buying into the Damaris brand, the store had its first-ever waiting list for lingerie.” Her ultimate aim is to open a flagship store next year. No doubt there’ll be another queue for that, marking yet another milestone for this great British success story.
A glamorous postscript: Mark Hix, whose Hix Restaurant, Champagne & Caviar Bar relaunches in Selfridges in September, has created four saucily-named cocktails to coincide with the knickerbockerglorious pop-up. Frisky Sours, Flaming Bazookas and Mimi Fizz are all on the menu. Personally, I can’t wait to neck a Hix Knix.