Mimi Holliday and Damaris will be launching exclusive collections at a pop-up store in Selfridges, this September.
The Mimi Holliday and Damaris collections will be highlighted during London Fashion Week, where the Damaris 10 Year Anniversary capsule collection will feature in the brand’s show on the British Fashion Council’s digital schedule for SS12.
The collections will also be available to pre-order for customers, with personal fittings and advice available on the shop floor for the duration.
Designer Damaris said: “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. With a passion for new, avant-garde and experimental product Selfridges is the perfect partner for the celebration pop-up.”
Damaris is to collaborate with young British designer Giles Miller to create the pop-up’s ‘exciting’ design. It will be based in the newly renovated lingerie department, surrounding the till area on the third floor.
It will be an opportunity for the company to experiment within the retailer sector, before opening a Mimi Holliday flagship store in 2012.
The store and pop up will be branded under the name Mimi Holliday but will also showcase exclusive pieces form the high-end Damaris collection.
The ten exclusive designs will feature clashing colours and names such as Cotton Candy, Very Cherry and Berry Drop.
Also include will be a frost leopard in Bubblegum, an aqua silk chiffon in Jucy Pear and an electric orange silk satin with fuchsia in Orange Sherbert, as well as new shapes for lace slips and best selling bra shapes.