Growing up in Belgium, lingerie label Etam was pretty much everywhere, but since moving to the UK, it’s kind of slipped my mind a little. I was told that only a couple of years ago, Etam, and it’s younger teen label Tammy were also immensely popular here, before the brand completely disappeared from the UK market.
Now, celebrating its 100th birthday and after recruiting supermodel Natalia Vodianova not only as a face, but also as a guest designer for the brand, Etam is ready to return to the UK market with a splash. In the rest of Europe, Etam has a kind of Victoria’s Secret status – its show is always held during Paris Fashion Week, and the last one had Karen Elson, Beth Ditto, the Kills and Janelle Monae performing, whilst fashion royalty like Kate Moss and Eva Herzigova graced the front row.
For now, the collection is just available online in the UK (www.etam.co.uk), and I got to have a close up look at it in a fancy hotel suite last week. My opinion? There’s something for everyone there, all at really affordable prices (which is what REALLY matters to me when it comes to underwear). Frilly and girly, sexy and dark, comfortable and warm, and every day pieces… go check it out now whilst the sale is on!
And if those pictures don’t get your pulse racing, perhaps these lookbook images of Natalia Vodianova modelling her AW11 collection for Etam will… Can you believe this gorgeous girl has had 3 children?!!!
The full show below. Mark Ronson, Beth Ditto, The Kills, Boy George… and those are just the performers. Victoria’s Secret, eat your heart out!