It may be quantity over quality but can any woman resist the ‘bar à culottes’ or the ‘hot and spicy corner’?

Lingerie that started in 1916 already spawned 5,000 stores all over the world and one of them is in Ayala Center Cebu. “Etam lingerie offers style and function and is for the modern Filipina who is not afraid of mixing and matching her innerwear with outerwear,” said Frank Briones of Thinline, Etam’s marketing partner. Incorporating Russian supermodel Natalia Vodianova as Etam’s brand ambassador plus accessories like stockings, bags, pouches, footwear, and feathery handcuffs, Cebuanas are no longer strangers to French lingerie.

Never have I been enjoying French lessons lingerie-wise than now. I learned that Etam, with three lines including Basic, Freshness and Sophisticated, is a universe in itself that is full of romanticism, luxurious fabrics and an uncomparable hand-made savoir faire. *giggles* Hey, the set of panties in threes is close to a thousand while brassieres are say, 500 pesos more. Consider yourself shopping at Marks and Spencer but girlier, flirtier and sexier.

What is it with French influence, really? French tips – french braid – french fries – french chulas – heck, obvi they are merely too good to pass up. Etam is the new skivvy, yes? Live a little with luxe lingerie then. I truly believe that if you feel French sexy down there, then the rest will fall into place (I didn’t mean getting laid in the process so sit down). Results of French tradition: design, conception and manufacturing.

My top faves:


Aren’t they perfect for nautical dreams and caribbean holidays? Imagine dawdling at the French Riviera or toting a Michael Kors shopping bag on one hand and twirling a glass of daiquiri with your other. Didn’t they say going out and travelling with innerwear is also fun?

Browse through the photos below for your first look of Etam’s Spring 2011 line, available now. Visit Etam’s second Philippine branch at the first floor of Ayala Center Cebu.

Etam is available at G/F Ayala Center Cebu, fronting Mango and Starbucks Coffee.