Etam is revealing a new brand identity during Paris Fashion Week, emphasizing confidence, sensuality, and radiance. The French lingerie brand, part of the Etam Group, has initiated a rebranding effort that began on social media a few days prior to the event.
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The campaign, crafted by Etam's in-house team, was filmed outdoors over the summer and aims to celebrate freedom. One of its slogans is: "Passionate, confident and free." The visuals feature Mediterranean colors and landscapes, showcasing a tall woman in lace lingerie with boots and another in a cotton set on a black cruiser motorbike. The campaign also includes denim looks, reflecting a lifestyle-oriented approach.
Since the launch on September 23, Etam's refreshed image has been promoted through a bus-shelter poster campaign and visuals displayed on Parisian newsstands, reaching areas like the Champs-Élysées and the Marais. It will also have an online activation running for three weeks, gaining traction not just in France, but also in key export markets such as the Benelux and Spain.
Marie Delahaie, managing director, noted that this represents a large-scale venture for Etam, with over 3,400 ad placements in total. The campaign kicked off on Instagram, capitalizing on the increased visibility surrounding Paris Fashion Week. Delahaie emphasized that this is not a one-time initiative but part of a broader strategy for the upcoming months.
The branding overhaul includes a redesigned logo that maintains its iconic capital 'E' but has been refined to better reflect women's curves. The campaign's focus has shifted to highlight women's silhouettes in various aspects of their lives. Additionally, the outdoor photo sessions involved collaborations with the historic Saint-Germain-des-Prés café, Les Deux Magots, adding a local flavor.
While the changes mark a significant evolution for the leading lingerie brand, Delahaie insists this is a gradual process. A special event will be held to commemorate the brand's legacy, showcasing its history, corsetry techniques, and signature styles since its inception in 1916. Delahaie also indicated that the brand will return to traditional fashion shows in the future, with new ideas already in development.