The Evolution of Etam

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The other day I was thinking how much my local high street had changed. There have been some positive additions with a whole new shopping area, but also some more negative changes. The original high street that my Mum and I would wander down every Saturday is unrecognisable with M&S the only store that has not shifted. One of my favourite shops when I was just getting into fashion, probably at the age of ten or so, was Tammy. One of my first fashion memories is begging my Mum to buy me a pair of baggy jeans. This was also one of my first fashion disasters! Tammy then brought me onto thinking about Etam.

Where did this brand suddenly disappear to? I cannot remember the last time I saw a store in the UK. After a quick search I found that Etam had turned into a lingerie shop and was very popular in the rest of Europe. This made sense seeing as originally the brand was French. But in 2005 Arcadia brought Tammy and Etam and placed it in its BHS stores.

However, although Etam appears to have lost its popularity in the UK it is still going from strength to strength. You just need to see who they have to front their campaign, supermodel Natalia Vodianova, for proof.

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Their Autumn/Winter 12/13 lingerie lookbook appears to hit all the boxes with its sexy but cute designs in a variety of styles. My favourite is the high waisted powder blue set.

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The website explains that Etam is coming back to the UK with an online store opening soon. Hopefully this will mean they will open some new shops in our high street too. But in the meantime you can visit their website and purchase the underwear from Etam.com.

Do you think it is a good thing Etam is back? Will you choose their underwear over brands like LaSenza and M&S? Please let me know below :)