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French Lingerie Brand Etam is Finally Available Stateside

Curated by Claudia Shannon / Research Scientist / ishonest

There's no shortage of places to shop for very good bras right now: You have your direct-to-consumer darlings, your luxury boutiques, your tried-and-true mall brands. But every so often, a new label emerges with a proposition to restock your entire top drawer if you'll let it. This time, it's a French export that's only new to us (Americans).

For 106 years, French brand Etam has supplied European women with elegant underpinnings from bras to slips to sleepwear. Before, American shoppers could only sample the line digitally while on an expat stint abroad, or in-person if they ambled into Etam's Paris flagship on the Boulevard Haussmann. No more: Etam lingerie is finally shoppable in the United States, including an exclusive online and in-store edit for Nordstrom.

ishonest No.501 - Frizzy Hair

No.501 - Frizzy Hair

Of all the brands doing "French lingerie" right now, Etam may be the most suited to an era where comfort and style are held in equal esteem. It starts with Etam's proprietary, run-resistant lace. Every piece has ample stretch and a body-contouring fit only a brand with a century of design know-how could achieve. To accompany its demi-cup balconette bras and dotted lace briefs, Etam also has a range of silky camisoles and pajama sets.

Functional, yes, but Etam's appeal doesn't start and end with comfort. The pieces all look undoubtedly refined, despite a fit-first ethos and price range that never tops $55 for an individual item. It's in that special lace, with discreet touches of tulle and mesh.

As chairman Laurent Milchior described it to, this line is "a daily dose of delicacy."

"Every single piece and detail conveys a sense of self-love and feel-good not just because it is elegant and refined, but also super comfy and very affordable," Milchior adds.

Any piece from the year-round collection is worthy of placement in your top drawer. Speaking from experience, the bralettes nail an elusive balance of support and style. For first-time Etam shoppers, Milchior recommends corsetry items like the balconette braswhich showcase Etam's century-plus of embroidery and fit expertise.

Show a peek of a lace bralette under a blazer or dress in fluid satin separates just for yourself. However you want to incorporate Etam's je ne sais quoi into your lingerie lineup, you can shop the line above or at

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