Sustainable French Lingerie Brand Etam Makes U.S. Debut

The highly sought-after French Girl style can now be incorporated into your lingerie collection. 

Today, Nordstrom is bringing century-old Parisian lingerie brand Etam to 10 store locations for its first entrance into the country. Offering affordable lingerie, sleepwear, swimwear, and leisurewear pieces, Etam's specialty in marrying comfort and beauty can now be enjoyed by American consumers.

With over half of the styles made from recycled or organic fibers, Etam is leading eco-friendly initiatives in the lingerie world. From the brand's sustainability program WeCare and involvement in the environmental coalition The Fashion Pact, Etam is projected to climb to 80 percent of sustainable textiles by 2025, and the initiatives are still going strong. This season, Etam has introduced vegetable-dyed lace and flax-derived linen lace to their lineup of green fabrics. 

“We are very proud to establish our brand on this new continent which represents an important and strategic turning point for the Etam Group. We look forward to demonstrating and sharing our commitment and French savoir-faire in corsetry on the US market," said Laurent Milchior, Chairman of Etam Lingerie.

Being eco-conscious isn't the only cause that Etam champions. The brand has also partnered with numerous organizations that support women, including the French domestic violence network Solidarités Femmes, as well as the Red Cross Ukraine. 

Although Etam is new to the U.S., its future here is already bright; the label plans to open 25 standalone stores in the coming years. In celebration of its debut, the brand has planned an exciting event for the public to enjoy. Find Etam's mobile flower trucks at a variety of locations in New York City from March 29 through April 4 for free Parisian-approved bouquets and generous shopping vouchers.

Etam can be found in select Nordstrom locations in New York City, Chicago, Miami, Dallas, San Francisco, and more.