This Under-$60 Parisian Lingerie Brand Was a French-Girl Secret—Until Now


(Image credit: @sabinasocol)

Parisian brand Etam has been a staple in French women's closets since it launched back in 1916, but it's just now entering the U.S. market for the very first time. This week, Etam has officially launched on Nordstrom's website and is also available in-store in selected locations. Admit it: Your underwear drawer could probably use an update, so why not make it a French update?

There's a lot to be excited about now that the beloved Parisian brand is stateside. Not only are the brand's bras, underwear, and sleepwear attainable at less than $60, but Etam is also committed to sustainability. "More than half of styles are currently made from recycled or organic fibers, and that figure will reach 80% by 2025 through Etam’s commitments made as a member of the Fashion Pact, a global environmental coalition of the leading fashion and textile brands," the brand said in a statement. Scroll down to shop my favorite French lingerie brand that just launched at Nordstrom. 


(Image credit: Etam)

Next, the 2022 swimsuit trends celebs are already wearing

Erin Fitzpatrick
Senior News Editor

Erin got her start as a Who What Wear intern over 12 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of senior news editor (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.