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7 Mimi Holliday Bra Sets I Should Have Bought

Disclosure: This article includes affiliate links.

Mimi Holliday's recent closure has been on the lips of every Lingerie Addict recently. The brand ran steep discount after steep discount for weeks at a time, clearing everything off the site at up to 80% off. Once you see those kinds of can't help but think the writing's on the wall. A closure is coming soon.

A bit of research into Mimi Holliday's publicly available financial records shows that the company is in a state of liquidation. However, much like Agent Provocateur, which went bankrupt only a few years ago, liquidation does not necessarily mean Mimi Holliday has disappeared for good.

Mimi Holliday by Damaris leopard print silk chiffon lingerie

A Mimi Holliday by Damaris set I purchased more than a decade ago.

Another company with the exact same name was incorporated only a few months ago, which means there's a possibility we might see more Mimi in the future. Or at least I hope so.

Mimi Holliday Silk Chiffon Lipstick Print

Mimi Holliday by Damaris Spring/Summer 2015

That said, the fact remains that Mimi Holliday is primarily only accessible through clearance outlets like The Outnet and Off Fifth (though if you happen to be fuller busted, Bravissimo appears to have quite a few of the Swan Lake and Deadly Nightshade sets still available in DD-GG cups).

Mimi Holliday DD-GG bra sets at Bravissimo

Mimi Holliday Swan Lake and Deadly Nightshade Sets at Bravissimo

Nothing makes me nostalgic like a company discontinuing an item or even closing all together before I could buy everything I wanted. It's funny...I see so much lingerie that sometimes I don't appreciate a thing until it's a season or two "out of date." And there are several Mimi Holliday sets that fall into that category. But first, a bit of background.

Damaris Black Lace Lingerie

Damaris' Iconic Corset Back Knickers

Mimi Holliday is actually the diffusion label of Damaris Lingerie, founded in 2001. With a start date of 2004, Mimi Holliday is the "younger sister" of the Damaris label, but went on to far greater success and name recognition than Damaris ever did. For years, it seemed like I saw Mimi Holliday everywhere, until, very slowly and very gradually, they began slipping away from most stores.

Mimi Holliday Spring/Summer 2011

Mimi Holliday Spring/Summer 2011

I won't presume to know the reasons behind that observation, but my theory is that one potential cause (among many) was Mimi Holliday's shift from lace and silk balconette bras in rich jewel tones and classic prints into more "twee" embroideries.

Mimi Holliday Spring/Summer 2011

Mimi Holliday Spring/Summer 2011

To be clear, I love those embroideries and you'll find them below on my list of most-wished-for sets. However, they are, I imagine, a difficult sell among most lingerie consumers. In America especially, it's much easier to convince people to buy a black bra or a beige bra than to buy one with rainbow stars and unicorns...even if the rainbow stars and unicorns get thousands of likes.

It always makes me sad when a brand disappears, and I definitely hope Mimi Holliday makes a return. What are your thoughts on their older designs above versus some of their more recent styles below? Is there a particular Mimi Holliday era you prefer?

Mimi Holliday Swan Lake

Mimi Holliday Angel Face

Mimi Holliday embroidered bow lingerie

Mimi Holliday Camelia

mimi holliday unicorn embroidery

Mimi Holliday Unicorn Magic

mimi holliday cat embroidery lingerie

Mimi Holliday Kitty Galore

mimi holliday seashell embroidery

Mimi Holliday White Lace and Seashell Set

mimi holliday yellow floral embroidery set

Mimi Holliday Amber Rose

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Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. Author of In Intimate Detail: How to Choose, Wear, and Love Lingerie. I believe lingerie is fashion too, and that everyone who wants it deserves gorgeous lingerie.

10 Comments on this post

  1. CeeBee says:

    I’m late to the party but thank you for writing this as I have been a Mimi fan for a few years prior, but then they reduced their size range meaning I couldn’t get anything in my size anymore.
    I loved the 2013-2015 era and own a few Bisou Bisou sets with the eyelash lace. I also own Apple Tart, Rhubarb Crumble and Toffee Pudding bras and they look as delicious as they sound!

    What I liked most about their designs is the combination of contrasting bold colours which made them fun and feminine to wear.

  2. Ottoline says:

    I have lots of mimi, and even better the original Damaris pieces. The V bra is stupendous. Even my AP doesn’t come close. Currently flirting a little with Honey Burdett.

  3. Allena Rissa says:

    Excellent post! These bra sets are amazing – I like it a lot!! I think I should buy something like this!

  4. Yukani says:

    I miss the old silk & lace Mimi :(

  5. Lissy says:

    OMG this is awful! I just realised that it had been down for ages and I can’t believe I went so long without looking it up! I loved MIMI just because they sold exquisite lingerie in the 34G cup range that really fit WELL. I’m devastated.

  6. Lucy says:

    Thank you for writing about this – I’ve been trying to find out what happened to them for ages, googling their name and scanning retail news sites. I’m devastated that they’ve finished but I think you’ve hit the nail on the head. Their styles have changed too much away from beautiful, sophisticated pretty designs to rainbows, horses and stars. I don’t want stars and horses on my lingerie! My drawer is full of Mimi Holliday as they were the only lingerie designer that could make beautiful, feminine bras in my size (an F cup) that didn’t make me feel I was wearing a harness and would allow me to still wear low cut tops. i so hope they do come back and this time perhaps stick to the more classical lace and silk designs rather than the twee stuff.

  7. lia says:

    Thank you for writing about this-no one else seems to be covering it and it’s nice to see it acknowledged. They were a big presence and had been pretty widely available, so I’m surprised it’s not in the lingerie news more. On a side note, is there anywhere else outside of yourself that you’d recommend to get lingerie news? Lingerie Briefs and Lingerie Journal are good options. I’m not sure what happened with Lingerie Insight but I could have sworn they used to look very different and had formerly been in English. I hate to have to trawl through instagram, etc to find a shred of speculation and consider that news.

  8. Tim says:

    “Another company with the exact same name was incorporated only a few months ago, which means there’s a possibility we might see more Mimi in the future. Or at least I hope so.”

    That’s one way of looking at it. The other way is perhaps that it unfortunate that a company can go into liquidation and then just setup again with the word London added to their name leaving suppliers and customers owed tens of thousands of pounds. All the time not communicating with anyone other that posting pretty pictures on Instagram (with comments turned off natch).

  9. Maria says:

    I love the swan and unicorn sets :) Where can I purchase and any discount codes?
    I have a boudoir photo studio.
    Thank you,

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