British designer and Central Saint Martins College graduate Damaris Evans always thought there was a gap in the market for high-fashion luxury lingerie. And, with the launch of Damaris in 2001, she was correct — spawning a fashion revolution with her avant-garde, luxurious designs that were snapped up instantly by her devoted fans, despite the very high price tags. Famed for her signature, much-copied Bow Knicker with a cheeky bottom cleavage, the fashion press praised her vision, and her accolades included being crowned “Young Enterprise of the Year” at the 2003 Elle Style Awards and receiving a royal seal of approval by the Queen at 2005’s Celebration of British Design. After much heated bidding from top high-street brands to launch a diffusion line, Evans did so herself in-house, unveiling Mimi Holliday in 2003, where mainline-inspired designs were available for more affordable price points — much to the delight of inspired women around the world.