Etam have shown their new collection of underwear at Paris Fashion week. Model Natalia Vodianova has designed her own line for the collection.
She said it was inspired by a recent trip to Peru. “It’s very colourful with a lot of embroidery, very much like the native costumes of Peru. It’s about travel, its about the current trend of disco and jungle.”
Laurent Milchior, the co-director of Etam said: “It’s an extremely competitive market and European economies are still somewhat depressed. So it’s the companies who invest in their products, in experience, in the brand, who will win. We still have a factory in the north of France employing 70 people and they produce garments with a real savoir faire. The factory is 50 years old and that’s really what makes the difference for our products, they’re very fashionable but also good quality and very well made.”