In partnership with Etam. Editor’s Note: We only select and work with partners that meet our quality standards, so you can rest assured we only endorse products we believe in.
“French girl” style has been à la mode for as long as the fashion industry as we know it has existed. It seems like every few years there’s a resurgence in the world’s fascination with Parisian women’s signature effortless style, spawning think pieces about what gives these women their air of confidence. Thanks to my Franco-American upbringing, I know that the real answer lies in the unique French blend of luxury and comfort. The French understand that being comfortable in your own skin (and clothes) is the first step in radiating easy confidence. And no French fashion brand exemplifies this more than Etam, the legendary lingerie house that has been giving French women their je ne sais quoi since 1916.
Almost every French woman I know shops at Etam, whether for their beautifully constructed bras or their luxuriously silky nightwear. A household name in France for over 100 years, Etam’s products are beautifully designed, reasonably priced, and above all else, luxuriously comfortable. Their designers understand that real confidence comes from feeling comfortable, never sacrificing wearability for aesthetics.
We never gate-keep at The Quality Edit, so when the opportunity arose to explore Etam’s full line for our readers, I jumped at the chance to preach the gospel of a brand that’s been trusted by my family for three generations. From my first matching sets to my most recent payday splurge, Etam’s lingerie has been a fixture in my life for over a decade, a secret weapon that helps me feel confident in every outfit. Thankfully for American shoppers, Etam is finally available in the US, and we’re here to walk you through their very best products.
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French Savoir-Faire
The Amaryllis Balconette Bra ($65) + matching Amaryllis Tulle Thong ($17) exemplify why Etam is the #1 women’s lingerie brand in France: the design is sexy and daring, but also extremely wearable and affordably priced. The elaborately detailed embroidery is of very high quality and speaks to Etam’s decades of design experience. I wear this matching set all the time – the balconette bra has a super flattering cut and the matching set is shockingly comfortable for how sexy the design is.
Responsibly Crafted
Designed with real women in mind, Etam understands that not every day calls for a sexy balconette. Their Happily Organic Cotton Bralette ($30) + matching Organic Cotton Boyshorts ($10) are made from soft organic cotton, perfect for everyday wear. Their line is 100% transparently produced and 60%+ eco-designed, so you know exactly what is in their lingerie – essential for products you wear close to your skin. In classic French style, even this lowkey, everyday set is full of sexy details, from the lace detailing to the removable subtle cup padding in the comfortable, wireless bralette.
Sexy and Comfortable
All of Etam’s designs – like all of the best French fashion – somehow find a way to be both sexy and comfortable. The plunging Panama Lace Contour Bra ($50) + matching Panama Lace Cheeky Panties ($17) are comfortable enough to understand why French women seem to manage to wear gorgeous lingerie every day. They’re lightweight enough to accentuate your natural shape while still being ultra supportive, and the graphic lace is bombshell sexy. Even their more streamlined designs like the Pure Fit Microfiber Bralette ($40) + matching Pure Fit High Cut Microfiber Thong ($10) have sexy details, like the panties’ high cut leg and the bralette’s sheer mesh back. This breathable, stretchy duo’s become my go-to seamless set for wearing under jeans and a t-shirt.
Affordable Luxury
The most quietly revolutionary thing about Etam is their commitment to both quality and affordability. Even luxe items like their Silk Slip Dress ($90) are reasonably priced, especially given how gorgeous their range of colored silks are. There’s a reason both The Strategist and Business Insider have lauded this versatile silky chemise both for its quality and affordability – it’s sexy enough to wear on its own for a night out, slinky enough to use as a slip under a dress, and soft enough to wear as a nightie. Etam’s Silk Pajama Shirt ($120) + matching Silk Pajama Pants ($100) are year-round go-tos for me, their high quality silk making them cooling in the summer and cozy in the winter. I even wear them out as separates, meaning that my cost-per-wear is miniscule at this point.
Final Thoughts: The Perfect Gift
Etam lingerie and silk pajamas have been a classic gift between the women in my family for years, with good reason. Etam’s wide range of colors and designs, as well as their commitment to quality and design across every one of their products, means that their line has something for everyone. There’s nothing better than giving a versatile, comfortable, beautiful gift that I can personally vouch for with full confidence. Whether I’m treating myself or buying a gift for someone else, Etam’s Pajama Sets are always top of my list. Now that the brand is available in the US, it’s even easier to stock up on this essential French brand – and indulge in some everyday luxury for myself.
