DAMARIS
The launch of Damaris, in 2001, spawned something of a lingerie revolution. After years of underwear departments saturated in nylon lace and cotton Lycra, Damaris seized upon a gap in the lingerie market and created high fashion, avant-garde designs in natural luxurious fabrics, epitomized by a signature Bow Knicker with cheeky bottom cleavage.
The label is the brainchild of St Martin’s fashion print design graduate Damaris Evans who, at the age of 25, started the business from her kitchen table with a £5,000 loan from the Prince’s Trust. The modest sum covered the cost of the samples the production for the first collection. Aiming straight for Europe’s top lingerie departments, Damaris took her creations to Selfridges and Le Bonne March, Paris, where, despite a retail price ranging from £125-£3,000 per piece, both stores snapped them-up.
Conquering the fashion press was the next challenge. Damaris managed to get into the offices of all the top magazines, treating the editors, feature writers and stylists, to a private viewing. The concept was a hit – ES, the Evening Standard magazine featured the collection in a double page spread. Vogue followed and Elle awarded Damaris the title of ‘Lingerie Queen’. As a result, a waiting list for the Bow Knicker at Selfridges, an instant celebrity clientele, and buyers from Harrods, Harvey Nichols, Liberty and Browns Focus all followed. All stores have since featured Damaris in their window displays.
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