Mimi Holiday Pops Up in Selfridges & Teams Up with Hix Bar

by Katie on September 6, 2011

Last Thursday, I weaved around London trying to take in the many launches that were occurring. One on the ‘must-see’ list as its the definitive go-to lingerie brand, was to take in the launch of the tongue-in-cheek celebration of champagne, knickers, caviar and cocktails courtesy of Hix at Selfridges and Damaris/Mimi Holliday.  Owner of the brand, Damaris Evans and Mark Hix of the eponymous London bar & grill had fun brainstorming such a link to celebrate both the Mimi Holliday Pop Up Shop at Selfridges and the re-launched Hix boutique champagne list and caviar offering.

Young British designer, Giles Miller, has created the interiors of the Mimi Holliday pop-up and these designs also filter through to Hix bar at Selfridges.

Gorgeous models strolled around the bar in eye-popping trademark Damaris and Mimi Holliday silk lingerie, tempting us with slithers of caviar while bartenders did their best to fill our large Hix goblets of champagne or encourage us with either the Flaming Bazookas, Hix Knix, Mimi Sours and Frisky Sours which matched the exclusive 10 story Mimi holiday range launched exclusively for the pop-up.  

The 10 exclusive designs are glaring with clashing colour and delectable names such as cotton candy, very cherry, juicy pear, orange sherbert and berry drop. As well as new shapes for lace slips and best-selling bra shapes – luxe silk satin shoulder bras and high-waisted knicker combinations also feature.  The range will be in store for the month of September and highlighted during London Fashion Week and VOGUE’S Fashion Night Out (8th Sept), showcasing the exclusive Damaris 10 year anniversary capsule collection which will feature in the brand’s show on the British Fashion Council’s digital schedule for Spring/Summer 2012.  

Designer Damaris comments, “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 it’s 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.”  

The store and pop up will be branded under the name Mimi Holliday but will also showcase exclusive pieces from the high-end Damaris collection.  There are further plans to open a Mimi Holliday flagship store in September 2012. 

What do you think of the Mimi Holliday collection?  Please let me know in the comment box below.  Thanks.

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