September 30, 2025: ETAM breaks the mould with a collection that is a declaration of the most intense love — love for women, for their bodies and for freedom.
The Palais Brongniart, an iconic venue steeped in history and elegance, became the perfect setting last September for ETAM and its most daring live show to date.
‘J’ETAM’ made its debut and became a rite of collective empowerment, an ode to aesthetic and emotional diversity beyond stereotypes.
From the outset, ETAM revealed its desire for transformation. The brand moved away from simply presenting lingerie to reinventing a narrative where fashion, culture and sensuality combined perfectly.
‘J’ETAM’ was born with the mission of celebrating women in all their forms.
To this end, it offers a collection divided as if it were a play, into perfectly defined acts, each with its own personality, evoking four states of mind:
- ‘Octobre rose’, a hymn to powerful, joyful and assertive femininity, tinged with a palette of pinks, from powdery tones to the most vibrant fuchsia;
- ‘Leg show’, where stockings and tights take centre stage, making legs emerge as a symbol of freedom, femininity and attitude;
- ‘Pure’, a modern reinterpretation of the essential, where comfort merges with a discreet, almost intimate sensuality; and finally,
- ‘Fatale’, a celebration of the most daring sensuality, of the woman who fears nothing and no one and finds in lingerie the armour of confidence and desire.
Each act is a different window into the universe of ‘J’ETAM’: from hopeful pink to sophisticated black, from intimate delicacy to sensual self-confidence.
Diverse women, with real bodies and distinct styles, all strutting their stuff under the same slogan: love yourself, express yourself, celebrate your uniqueness.
The show was not just about fashion, it was a true multisensory spectacle: live music, intense lighting, vibrant staging and an international cast that reflected diversity.
‘J’ETAM’ is not just fashion. It is a manifesto: self-love, sisterhood, freedom, desire, and authenticity.
With this edition, ETAM underlines its commitment to real women, their bodies, their choices and their identity.
Lingerie is no longer a secret: it becomes a public declaration of self-esteem. Because in ‘J’ETAM’ each piece has a voice: that of the person wearing it.
A pluralistic, diverse and courageous voice. A voice that transforms lingerie into freedom.
