A CENTURY-OLD KNOW-HOW

Corsetier since 1916

Over 100 years of love for women, passion for
beautiful lace, expertise and innovation.

Since its birth in 1916, Etam has been
committed to making women free.

Constantly innovating to support women's emancipation,
the right to well-being and the liberation of the body.
Without ever ceasing to celebrate the powerful
spirit of lingerie.

A CENTURY-OLD KNOW-HOW

Corsetier
since 1916

Over 100 years of love for women, passion for beautiful lace, expertise and innovation.

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Since its birth in 1916, Etam has been committed tomaking women free.

Constantly innovating to support women's emancipation, the right to well-being and the liberation of the body. Without ever ceasing
to celebrate the powerful spirit of lingerie.

"Etam is rich in more than a century of know-how and expertise to offer innovative and ever more comfortable models." Stéphane Laporte, Industrial Innovation Department

"Etam is rich in more than a century of know-how and expertise
to offer innovative and ever more comfortable models." Stéphane Laporte, Industrial Innovation Department

What if the history of women was told through 
the evolution of their underwear?

A century-long 
history rich 
in innovation

For more than 100 years, the brand has put its know-how and innovations to work for the benefit of all women's desires, making history with them.

At the dawn of the twentieth century, it is by freeing themselves from their corset that women begin
to conquer freedom and autonomy. In 1916, Etam was born with this "modern" woman, who has continued
to flourish over the decades. For more than 100 years, the brand has put its know-how and
innovations to work for the benefit of all women's desires, making history with them."

1910

1916

Max Lindermann opens his first stocking store in Berlin, the brand Etam is born.

1920

1928

The first Parisian
boutique opens on
rue Saint-Honoré.

1930

1936

Establishment of the first French factory of the brand in Mouveaux in the north of France.

1940

1944

With the liberation of Paris, Etam boutiques reopen. Shorter dresses, desire for freedom, the offer is rethought to meet the new expectations of women in terms of lingerie.

1960

1963

Creation of Etam
Prêt-à-Porter.

1964

Etam revolutionizes lingerie by using an ultra comfortable material: cotton.

1965

The pajamas "baby doll" becomes the darling of all women.

1968

Bye bye the oppressive bras. The modern and comfortable lingerie makes its revolution.

1969

Etam presents its first collection of swimwear, pop and colorful.

1970

1970

A real revolution takes place in the store. Lingerie and clothes are presented on hangers and accessible in self-service.

1975

Always in search of comfort, the brand adopts jersey for nightwear.

1980

1983

Women's favorite activity of the 80s gives birth to the brand's first collab: colorful bodysuits with aerobics stars Veronique and Davina."

1990

1991

It's the big comeback of sexy lingerie: Etam launches magic up, a unique technology composed of oil and water to discreetly increase the size of the décolleté.

1998

The era of girl power is in full swing: Etam signs a slogan for them: Be different, be yourself".

2000

2001

Etam, a forerunner, launches its online sales site and makes lingerie accessible everywhere 24 hours a day.

2007

The brand launches its first collection of organic cotton lingerie.

2008

The largest lingerie store in Europe opens its doors on rue de Rennes in Paris.

2010

2012

Comfort and femininity, the new Sublimizer and Pure Fit revolutionize corsetry once again.

2014

Etam completes its offer with a range of cosmetics and gets into sports with the BE+ line.

2016

Etam celebrates its 100th anniversary: Etam Live Show. A sexy, spectacular French-style fashion show!

2019

Opening of a new flagship in Haussman Paris.

2020

2020

Launch of our first eco-friendly lace range: Chérie-Chérie.

2020

Launch of the YES! post-mastectomy bra line.

  • 1910
  • 1920
  • 1930
  • 1940
  • 1960
  • 1970
  • 1980
  • 1990
  • 2000
  • 2010
  • 2020

1916

Max Lindermann opens his first stocking
store in Berlin, the brand Etam is born.

1936

Establishment of the first French factory of
the brand in Mouveaux in the north of France.

1964

Etam revolutionizes lingerie by using an
ultra comfortable material: cotton.

1970

A real revolution takes place in the store.
Lingerie and clothes are presented on hangers
and accessible in self-service.

1983

Women's favorite activity of the 80s gives birth
to the brand's first collab: colorful bodysuits
with aerobics stars Veronique and Davina."

1991

It's the big comeback of sexy lingerie:
Etam launches magic up, a unique technology
composed of oil and water to discreetly
increase the size of the décolleté.

2001

Etam, a forerunner, launches its online sales site
and makes lingerie accessible everywhere 24 hours a day.

2007

The brand launches its first collection
of organic cotton lingerie.

2014

Etam completes its offer with a range of cosmetics
and gets into sports with the BE+ line.

2016

Etam celebrates its 100th anniversary:
Etam Live Show. A sexy, spectacular
French-style fashion show!

2020

Launch of the YES! post-mastectomy bra line.

1928

The first Parisian boutique opens on
rue Saint-Honoré.

1944

With the liberation of Paris, Etam boutiques reopen.
Shorter dresses, desire for freedom, the offer is
rethought to meet the new expectations of women
in terms of lingerie.

1963

Creation of Etam Prêt-à-Porter.

1965

The pajamas "baby doll" becomes the darling
of all women.

1968

Bye bye the oppressive bras. The modern and comfortable
lingerie makes its revolution.

1969

Etam presents its first collection
of swimwear, pop and colorful.

1975

Always in search of comfort, the brand adopts
jersey for nightwear.

1998

The era of girl power is in full swing: Etam signs a slogan
for them: Be different, be yourself".

2008

The largest lingerie store in Europe opens
its doors on rue de Rennes in Paris.

2012

Comfort and femininity, the new
Sublimizer and Pure Fit revolutionize
corsetry once again.

2019

Opening of a new flagship in Haussman Paris.

2020

Launch of our first eco-friendly
lace range: Chérie-Chérie.

A tech center
"made in France"

In the heart
of our workshops

It is in the heart of our tech center in the north of France, in Marcq-en-Baroeul, that unique lingerie collections are created, mixing inimitable corset-making know-how and cutting-edge technologies.

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Unique laces

As an integral part of the brand's DNA, lace is at the heart of the development of the collections and is the object of permanent research. To celebrate its 100 and 102 years, we have worked on an exceptional lace with one of our historical partners, the NOYON house. The result is a technical leavers lace requiring a unique know-how.

Unique laces

As an integral part of the brand's DNA, lace is
at the heart of the development of the collections
and is the object of permanent research.

To celebrate its 100 and 102 years, we have worked on
an exceptional lace with one of our historical partners,
the NOYON house. The result is a technical leavers
lace requiring a unique know-how.

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Did you know that?

A bra is composed of thirty elements to assemble. More than 44 operations are carried out by hand by our seamstresses, an exercise that requires 4 hours of prototyping before revealing the finished product. Discover the different stages of bra making.

Did you know that?

A bra is composed of thirty elements to assemble. More
than 44 operations are carried out by hand by our seamstresses,
an exercise that requires 4 hours of prototyping before
revealing the finished product. Discover the different
stages of bra making.

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The expression
of our know-how

The live show

Each year, the live show is a unique opportunity to unveil the century-old know-how of our craftsmen. During this exceptional event, haute-lingerie pieces with stitched details that required hundreds of hours of work in our tech center are paraded.

Each year, the live show
is a unique opportunity to unveil
the century-old know-how of our craftsmen.
During this exceptional event,
haute-lingerie pieces with stitched
details that required hundreds of hours
of work in our tech center are paraded.

Replay de best-of

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