Etam goes upscale with Midnight Paris, a bondage inspired collection

By

Marion Deslandes

Translated by
Jennifer Braun

Published
Sep 21, 2017

Etam is adding another string to its bow with a new mini high-end collection. 'Midnight Paris' allows the brand to explore a new territory and to standout in terms of style with a sensual and sought-after design, evoking the world of bondage. Through some details, the collection also speaks to the creative style of Etam's new label, Livy, launched late this summer.

Created in limited edition, this new collection, which the brand describes as "ultra sexy", claims "freedom of body and mind". It consists of 11 models predominantly in black - nighttime spirit forces - and features ties, fasteners and knots.
 
Developed at the Tech Center, the group's research center near Lille, the capsule modeled by top French model Constance Jablonski (one of Etam’s regulars) is divided into three lines: Sexy Bonding, characterized by laser cutouts; Sexy Lace, whose Leavers lace of the Noyon House is the main focus; and Sexy Mesh, which mixes tulle and sheer detailing.

Midnight Paris is clearly above the brand's classic models in terms of price: It's between 75 and 95 euros for a bra and 35 to 45 euros for a bottom, which places the cost of a set between 110 and 140 euros, while one pieces are between 80 and 145 euros. Etam had already tested its potential in this price segment in 2015, with an ephemeral offer of personalized lingerie, called 'Private Edition.'
 
The collection will be presented at the annual Etam Lingerie fashion show on September 26 in Paris and will be broadcast live on the Web. What's more, items can be purchased online at the end of the show on the brand's e-shop, and will then be marketed in a selection of stores in early October.