ETAM debuts in Singapore

French fashion and corset maker ETAM debuts in Singapore with the opening of two stores, one in Wisma Atria and another in Raffles City. Established in 1916, ETAM is well-loved for its luxurious everyday intimate wear and accessible price points.

For the past three years, ETAM has collaborated with Russian supermodel Natalia Vodianova where she represented the brand as an ambassador and even came up with her own ''Natalia for ETAM'' collection. ETAM also holds annual shows at Paris Fashion Week- sounds like the French version of Victoria's Secret right?

I visited the store at Wisma and was delighted to find a good range of lingerie, from normal basics to lacey, neon-coloured or safari-printed ones. The prices were comparable to La Senza and Triumph ($66.90 for a basic strapless bra) but I felt that they offered more like sleepwear and swimwear.

Well, in general, I was just happy that women in Singapore have more lingerie choices! When you think of underwear stores, there are only a few that would pop up in your mind. An interesting thing that I noticed is that lingerie stores all have a common theme and feel- the use of pink and black to create a sexy and feminine environment.

Anyway, here are some of my favourites from ETAM's collection and a little inspiration behind those picks!