I really feel like I've been waiting an age for the French brand Etam's AW11 lookbook to arrive, and the fact we are now seeing SS12 lookbooks makes it feel all the later.
Maybe it's not arrived in my inbox til now of course, in which case I apologies for the tardiness.
In the UK we mostly associate Etam as being an affordable high street shop selling very middle-of-the-road clothing. It was a place my mother would take me to buy shirts for starting school for example.
However, it was also the place I got my first bra.
As a brand, it's really become synonymous with pretty lingerie now and in France it seems to be a very popular brand. This particular collection was designed and modelled by Natalia Vodianova. It's very pretty and will appeal to woman of all ages. Perhaps not edgy enough for myself, generally speaking, but I would however wear some pieces when I'm not in the mood for additional straps, cutouts and all the bits I normally like my lingerie to have.
I'm also becoming more enamored of silk French knickers as they look so very comfortable. The purple is exquisite amnd since I'm trying to introduce more colour into the old lingerie drawer, these might be a good place to start.