I know what you might be thinking Parisian label Etam disappeared from the UK a while back, but I am happy to report that is one lingerie brand that is back and better than ever.
A few weeks back I went to the Charlotte Street Hotel to check out the autumn/winter 2011 collection, as well as to find out what plans the label has considering it turns 100 years old this year *I know, who would have thought it*, and seriously I was wowed by the gorgeous feminine collection.
For people not familiar with Etam let me bring you up to speed, and I think the best way to describe the Parisian label is that it is the European version of Victoria’s Secret, it even has a gorgeous supermodel as its face and designer, Natalia Vodianova. The brand even hosts an amazing catwalk show during Paris Fashion Week, with guests including Kate Moss and Eva Herzigova on the front row, and the singing tones of Beth Ditto.
For me checking out Etam made me remember what Etam meant to me, and I have to tell you my teen wardrobe was all about Tammy Girl, and it seems that all my Twitter followers felt the same way as everyone has a story about the brand. It seems it was the only place Mum’s actually approved of!
Lets get back to the collection, which is absolutely gorgeous, I loved it so much from the beautiful lingerie to the cosy loungewear, oh and did I mention it is all at affordable prices. Filled with beautiful lace, delicate girlie touches, gorgeous jewel shades, feminine pleats, polka dots, and very Parisian high waisted briefs, I was completely wowed and I completely adored it all.
For now, the collection is only available online, but trust me it is so worth a look, the quality and choice is amazing. I have already added a lot of cute sets to my wishlist, with this Mysterieuse bra being top of the list, how amazing is the black lace overlay – super sexy.
