European Heritage Days 2022 in Paris: Etam shows off its undies for a retrospective exhibition

European Heritage Days display the historic underwear of France, for a delightful weekend packed with cultural tours, entertainments and creative workshops. In Paris, flirt with the most exclusive and privileged places of culture and luxury, but do not cheat on the traditional museums and monuments partnering with the event.

Flagship Etam Haussmann joins in, this season again, European Heritage Days 2022 in Paris. The story of the lingerie brand started over a century ago, when Max Lindermann opens his first stocking store in 1916 in Berlin. At this time, women are getting rid of their corsets to win freedom and independence. Etam arrives in Paris in 1928 and in 1936, the brand settles its first French factory in the North of France. Behind several innovations – cotton underwear, jersey nightwear, “Magic Up”, “Sublimizer” and “Pure Fit” models improving women’s bodies – Etam always lived with its time and is now, more than ever, complying with an eco-sustainable approach. At the same time, the brand actively works with women and for their health. The Etam Haussmann flagship – inaugurated in 2019 – provides extraordinary visibility alongside the neighboring Galeries Lafayette and Printemps. An ideal location the brand makes great use of with its yearly Live Show, by the iconic store.

 

 

 

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“Look at my body” – the exhibition returning on the underwear saga that took over fashion:

• To be read
• Heritage Days 2023 in Paris (75): program by arrondissement
• Journées du Patrimoine 2023: discover the most beautiful churches in Paris and the Île-de-France region
• Journées du Patrimoine 2023: architectural treasures to discover in Paris and the Île-de-France region

For European Heritage Days 2022 in Paris, Etam invites you to its main store to relive the birth of the bodysuit and its evolution over decades for a retrospective exhibition about this piece of lingerie that left its glamorous mark on the brand’s success story. Arousing piece, couture or signature, the bodysuit embodies the very French sexiness. It signs every show. It creates riots on catwalks. And it is an eternal source of inspiration for designers. And it has a fabulous spot in our closets, although we do not totally rock it. From the sport attire to Madonna’s iconic outfit, it spanned generations, always reinventing itself.

Let us dive into the intimate and delicate universe of lingerie.