Damaris

The launch of Damaris in 2001, spawned something of a lingerie revolution. After years of underwear departments saturated in nylon lace and cotton Lycra, the designer seized upon a gap in the lingerie market and created high fashion, avant-garde designs in natural luxurious fabrics, epitomised by a signature knickers with a cheeky bottom cleavage. The label is the brainchild of fashion print design graduate Damaris Evans who, at the age of 25, started the business from her kitchen table. Aiming straight for Europe's top lingerie departments, Damaris took her creations to Selfridges and Le Bonne Marche, Paris, where, despite a retail price ranging from £125-£3,000 per piece, both stores snapped them-up. Conquering the fashion press was the next challenge, but the concept was a hit - and featured in ES, Vogue and Elle, who awarded Damaris the title of 'Lingerie Queen'. As a result, Damaris developed an instant celebrity clientele and is sold all over the world.