Now, don't get me wrong, I used to work in my local Etam shop about a year before they disappeared from the High Street and about a year and a half before BHS ruined Tammy Girl, but even I had a double take when I saw the listing.
Etam to me were always a bit middle of the road in the fashion stakes, they were where you went when you needed a new coat for work or an everyday pair of Jeans, maybe have a browse whilst you are there. But Lingerie? I don't think our store even sold it.
When I saw this image today I was delighted. The designers have definatley brought the brand back with a bang. It's feminine, flirty and just that little bit sexy. I for one, can't wait until it hits the shops!
But where? Could they take on the High St. Lingerie giants like La Senza? With a growing Celebrity following (Kate Moss, Beth Ditto and Boy George were spotted at the show) and designs like these, they just might do it.
