Designer Damaris Evans unveils her new collection for Mimi Holliday SS2017, inspired by the quirks of the British summertime and her North London home. The new collection will offer a continuity range at new lower price points to add an competitive edge.
Wonderland takes names from some of the world’s most famous Fairground rides and has a pastel palette of typically Mimi brights with accents in classically commercial hues (Carousel, Aqua and Fuchsia, Tumblebug). Evans says: “I love how inventive we are in Summer in London. We take every second of sunshine and soak it up wherever and whenever we can. The city comes alive, totally reborn after a rainy winter. I wanted to celebrate that and come out with embroidery, colour, impeccable fit and above all, individuality. We’re here to represent London style, in a big way.”