Mimi Holliday AW/17: GAME
GAME is about playing it your way.
Complex and mysterious. This is how the new AW/17 collection by Mimi Holliday is described, with a deep and opulent pallete, relaxed silhouettes and sophisticated materials. GAME, the collection, was created by Damaris Evans with the Mimi woman in mind and how luxury lingerie should look and feel beautiful.
“So many lingerie campaigns are aimed at this outdated ‘imaginary woman’ whereas the Mimi woman looks great as she is”. Keeping that in mind, the model featured on the shots did her own make-up and hair, giving her the opportunity to look how she feels best while the pics were taken in a log cabin in Norway. The pictures bring the feeling of being alone together, of visiting the unknown and bring back what matters.
GAME is definitely different from what has been previously done by Mimi Holliday, bringing a whole new atmosphere of simple yet sophisticated moments. The creations, such as the Art Deco set and the bodysuits, along with the photography, sets the customer in the mood.
The new collection is full of choices for the retailers, structured in three tiers:
Mimi Luxe, that brings the ultimate luxurious high fashion, made of European laces and silks and full of intricate details, such as gold hardware and exclusive embroidery. Extraordinary and adventurous designs can be found in this selection, it reflects the purest essence of Damaris Evans’ design ideals!
Fashion Essentials brings fashionable pieces in an accessible price point, bringing Mimi Essentials and colors in exceptional materials and finishes – but not as luxurious as Mimi Luxe. Mesh back panties, laces and innovative designs are present, as always.
The Basics are the fundamental pieces, such as moulded and push up bras in microfiber. In classic and versatile colors, the pieces are essentials in everyone’s closet and the price point is hugely appreciated by retailers, since it’s very commercial.
The choices and selection make it easy for both retailers and customers to comprehend and purchase, and that is what Mimi Holliday brings with GAME.
For more information: