Etam skips the runway: 110 years, a new logo and a night at the Bus Palladium
Instead of its usual fashion show, French lingerie brand Etam marked its 110th anniversary with an evening called “House of Icons” – and a reworked logo.
Graphic: TERRA WORLD NEWS (own graphic based on the sources listed)
French lingerie brand Etam skipped its traditional runway show during Paris Fashion Week this year. Instead, the house, founded in 1916, invited guests to the Paris club Bus Palladium on 29 September for “House of Icons”, an event its press release described as deliberately more intimate than the usual show. Music, dance, images and archive material were meant to link 110 years of brand history with the present. Imany, Goldie Boutilier, Sam Quealy and Noemi Ferst performed music.
“This year, a format other than a fashion show seemed more relevant to us. But this is just a temporary break,” Etam chief Marie Delahaie told FashionNetwork. Delahaie has led the brand since the spring and previously repositioned sister label Undiz. The relaunch includes a reworked logo: the capital E stays, the lettering is rounder. The campaign runs under the motto “Passionate. Confident. Free.” and has appeared since 23 September on more than 3,400 advertising sites in France, the Benelux countries and Spain.
Sales have dipped slightly: according to Modaes, Etam Lingerie generated revenue of 471 million euros in fiscal 2024, down from 480 million a year earlier. The Etam Group as a whole reported 892 million euros. The brand operates 840 points of sale in 55 countries.