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Etam celebrates 100 years in business

Etam celebrates 100 years in business

Etam is celebrating its 100th anniversary with a special evening full of fashion and music in Paris.

The French brand, primarily known for its underwear and hosiery, will hold a catwalk extravaganza at Paris’ Centre Pompidou to showcase its collections on Tuesday (27Sep16), which will be live-streamed to audiences around the globe. It will also be jumping on the see-now-buy-now bandwagon, making its 75 silhouettes available online immediately after the runway show, before hitting stores on Wednesday (28Sep16).

Furthermore, there will be a capsule collection of Leavers lace pieces made using Calais, France-based Noyon, created especially for Etam, which will be available in select shops.

“The most expensive piece is a Leavers lace bodysuit priced at 100 euros ($112, £87). It’s a price with no margin given the quality of products,” Laurent Milchior, chairman of Etam Group and the company founder’s grandson told WWD.

To give the bash a fun touch, French rapper Joeystarr will be performing for guests.

Later this year (16) Etam will hold an auction, with profits given to the Naked Heart Foundation, the charity founded by former face of the brand, Natalia Vodianova. The auction will feature work on the theme of women’s independence, as the brand turned to 12 artists including Erwin Olaf and Liu Bolin to provide pieces. They are currently on show in Shanghai at the K11 gallery before it travels to the French capital next month (Oct16).

Etam currently boasts 300 lingerie stores in France alone, with 325 abroad. It’s hoped that the brand will one day be considered a competitor for Victoria’s Secret in North America, as Milchior predicts it could be in the future.

“We’re actively exploring. I don’t believe in the franchise model for the U.S., but in a partnership with the right local player. If we enter the market in two years from now, it would be good,” Milchior added.

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