Etam turns sexy, cute and cool for S/S 11

When you say Etam, I think my favourite shop when I was 12 which I quickly grew out of for the likes of H&M. It disappeared from the UK high streets and to the average joe that was that. Into adminstration, disappeared from high street forever. No no. As memory serves, they didn't collapse or fall into administration. They closed their UK channels to concentrate on their roots over in le France.
Years and years later.. it appears they've rebuilt themselves up a rather cool, (but still cutesy) respected label. On Monday, Grand Palais a Paris was home to Natalia Vodianova x Etam's lingerie show. This is her second collection with the brand and pulled in names like Kate Moss, Alexa Chung, Mario Testino, Hilary Alexander of the Telegraph for the audience, with live performances by Beth Ditto &The Kills.

The lookbook featuring Natalia herself modelling the range is cutesy and a bit sexy:

 

See more images @ trendland.net

See highlights from the show here, brought to you by trendland.net: