Damaris will be introducing six new stories and fresh shapes for SS12, influenced by a decade of the brand.
Each story has been named after reminiscent sweet and sour sweeties that match bright, fluorescent celebratory colourways for part two of the ten-year birthday season.
The lurid collection will feature in the brand’s new film, due to be released at London Fashion Week, September 2011.
It will also be showcased in Selfridge’s lingerie department throughout September in Mimi Holliday’s Popup shop, where it will be available to pre-order.
Products featured include Refresher, Tutti Fruitti, Lemon Drop, Candy, Dip Dab and Wham Bar.
In contrast to last season, the new collection is all about shape and sculpting the body with bold block colours and modern, vivid, seam-free silhouettes.
Since A/W09, Damaris collections have been recognisable through their Swarovski encrusted straps and ‘whimsical’ sheer silk tulles; the new season ventures back to basics with new shapes and without embellishment.
The SS12 collection works with opposites – sheer French Leaver’s lace versus opaque silk satins. Thicker silk satin control-wear is also introduced in the ne bodies in a deep-jet
lace and silk satin for Tutti Fruitti and electric blue and turquoise silk satin for Wham Bar.
Similar to the padded and non-padded bras featured throughout, the body owns a new lower V insertion, creating shape in plunging necklines and signature peep bottoms. The
‘ultimate waist cincher’ features throughout the collection with bodies and signature back bow, peep hole knickers, boyshorts and thongs enhancing the waist, developed to shape all sizes.
Colourways are acidic; Lemon Drop is a flouro tangerine lace and lime silk satin, Refresher is an electric flouro yellow and neon pink. Whereas, the pop purple silk satin and lace in Candy aims for bold, but a more subdued romantic hue.
Dip Dab comes in a flouro candy pink Leaver’s lace and silk satin and features the new and graphic strip knicker with gold ring. It has fourteen strips of daring grosgrain elastic holding the derriere together.