With 100 years of lingerie-making expertise behind it, Etam Paris is the French lingerie market leader, making beautiful bras, knickers and nightwear.
Interestingly though, the brand opened its first store in neighbouring Germany in 1916 – selling synthetic stockings to a generation of women who were just discovering their own sense of liberty. Twelve years later Etam Paris opened its first Parisian store at 376 rue Saint-Honoré.
Continuing to innovate, Etam Paris introduced the world to the seamless bras in 1985, and in 2012 its Sublimizer and Pure Fit ranges revolutionised the underwear market yet again.
Today, the brand continues to stand for the French sense of Liberté – it’s a blend of elegance and boldness, confidence and sexiness. The brand’s pretty lingerie sets are for women who dare.
Legacy in Lace
For its centenary in 2016, the brand partnered with Calais-based lace-making company, Noyon, to produce luxurious lingerie using Leavers lace.
Noyon, itself started in 1919, produces intricate lace made on a unique century-old power loom, which is now a precious and rare tool that has virtually disappeared in France. It takes an hour, and 18 intricate steps to produce just two meters of lace, making it a rather exceptional material.
For Etam Paris’ centenary, designers from both companies delved into Noyon’s archives to create modern, graphic pattern lace that also paid tribute to the lace-maker’s heritage.
The star piece was the Body Divine bodysuit, made entirely of lace, enhanced with cut-outs and completely hand-finished.
Etam Paris continues to use Noyon lace in its current collections, including its elegant Spring/Summer 2018 collection (get it here!).
This collection is made of seasonal must-haves, including the delicately embroidered triangle cup bras and sheer and lace knickers.
What we have our eyes on though, are their bralettes with high necklines and bras with stylish backs. Perfect to wear under sheer tops and low cut dresses, they’re sexy, sophisticated and a little bit of fun.
See our top picks here.
In the past, Etam Paris has collaborated with stars of the fashion world, including the blogger Alix Bancourt, who runs the whimsical Cherry Blossom Girl website. Bancourt, who interned for Chloe and Alexander McQueen, collaborated with Etam Paris to produce the Miranda collection.
Etam Paris also got Natalia Vodianova to design several collections between 2009-2012, under the under the Natalia pour Etam brand.
Like this article?Also read: This Is The Only Lingerie You Will Be Wearing In 2018
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