For a brand that’s pushing 100, Etam is looking mighty spry these days.
The French apparel company this week unveiled its fall lingerie lookbook, once again featuring Russian supermodel Natalia Vodianova. By our count, this marks the fifth collection for Etam fronted by Natalia, and another step along the path to repositioning the brand as an affordable but fashionable label.
A key part of that evolution is Etam’s return to high street in the UK after shuttering its stores there in 2005. The label now has a sophisticated online UK sales channel that has proved popular with younger women are looking for glamorous, on-trend looks without paying top dollar for Britain’s growing roster of luxury labels.
Etam calls Natalia their muse, since she both designs and models the brand’s lingerie, but it’s unclear which pieces in the new collection bear her signature. No matter; this is a very broad collection that seems to hit a lot of current trends spot-on.
Slinky silk-and-lace separates, luxurious pink satin, sheer tulle and lace bodies …. there’s something for every taste here, in a variety of shades. You’ll find three styles in a soft pink blush, a few dark seasonal ranges, and three more in vibrant electric shades like prussian blue, rusty orange and a bright purple.
There are several standout pieces, such as the crimped skirted shorts in the Mysterieuse range, but I think the shortie kimono (above) will win the most hearts. The silk-satin piece with a vaguely Asian floral print is the sort of thing you might cost hundreds of dollars from a designer label, but Etam offers it at a fraction of that price.
On another Etam-related subject, the much-buzzed-about and totally adorable collection for Etam by the French blogger Cherry Blossom Girl is now available on the Etam UK webshop, which is also the best place for North American shoppers to find it. It’s one of the prettiest and most romantic lingerie collections of the year — and impossible to resist!