Expect the Unexpected ~ Mimi Holliday

Ellen Lewis

12 years ago

Several years back when I was in the process of launching a major sleepwear brand for my company, my Design Director and I decided to create an entire collection around shades of green. There was a rhyme to our reason because this was a licensee recognized world-wide for their horticultural motifs. When we presented our plans to the Sales team, we got a lot of resistance. They insisted that historically, green did not sell in Intimate Apparel, but I decided to push back and we forged ahead with our concept. By the way, as fabulous as the samples looked during market, we also had similar reaction from several buyers. Nonetheless, this collection, aptly named Lily of the Valley, became one of the best-selling groups in the history of the brand. And, by the way, the very same buyers returned to market, eating crow. I think it’s important to take a leap of faith. How else can we initiate change? By the way, green is Pantone’s 2013 color of the year.

Such is my opinion of the Mimi Holliday collection. Always one step ahead of the curve, these designs are youthful and sassy derivatives of the sophisticated and sexy Damaris brand that put the meaning of Avant Garde on the Lingerie map. Mimi’s cutting edge styling is a unique combination of color mixing and fashion detail that breaks traditional design and fit barriers. Constructed in luxury fabrics to fit sizes AA-GG these saucy intimates are an excellent reflection of the cheeky British Lingerie market. No wonder that in less than 10 years, Mimi Holliday has become an international sensation. Sometimes it’s just so much fun to break the rules.

“If You Obey All The Rules, You Miss All The Fun” ~ Katharine Hepburn

Stores That Took The Mimi Leap:

TrendsLingerie.com
Nancy Meyer: Seattle, WA
Ann Marie: Seattle, WA
BelleFleur: Seattle, WA
Journelle: New York, NY
Azaleas: New York, NY
Intima: Carmel by the Sea: CA
Faire Frou Frou: Studio City, CA
Rouge: San Luis Obispo, CA
Trousseau: Dallas, TX
Trashy Diva: New Orleans, LA
The Blue Corset: Atlanta, GA
Nectar Lingerie: Fort Langley, BC
Linea Lingerie: Toronto, ON
Lila Lingerie: Ottawa, ON
Panty Raid: Los Angeles, CA