The new Mimi Holliday collection, Game, brings together colour, feeling and design to celebrate the spirit of adventure and exploration. Intriguing, maverick and luxurious, Damaris Evans created Game with a deep palette offset by quirky embroidery and the Autumn/Winter 2017 campaign, shot in Norway, focuses on the idea of women feeling good and calling the shots.
“So many lingerie campaigns are aimed at this outdated ‘imaginary woman’ whereas the Mimi woman looks great as she is. Our model this season did her own make-up and hair, we wanted her to look how she felt best,” said Evans. “Some of the best pictures from the campaign were the first shot, where she was relaxing. I’d like to think that if any of our Mimi women were in that log cabin, wearing this collection they would look just as amazing, not just that ‘imaginary’ person that appears only when you are creating a campaign.”
As the season moves through a more complex and mysterious palette featuring sophisticated mustard, burgundy and navy, the brand also announces a new structured three-tier division. First is Mimi Luxe, a high fashion range featuring European laces, silks and luxurious accents such as gold hardware and exclusive embroidery; then Fashion Essentials, offering Mimi Holliday’s iconic bright colours, laces and innovative styles at an accessible price point, and last but not least The Basics, an entry-level price point selection featuring moulded and push up bras in wash-and-wear microfibre.