Etam Has Unveiled a New Logo and Brand Voice
The lingerie retailer refreshed its corporate identity with a rounder typeface to symbolize feminine curves.
Updated on Sept. 28, 2026 in Sex Life
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Etam has introduced a updated corporate logo featuring a rounder typeface alongside a new brand voice. The brand identity shift, which began the week of September 21, 2026, is supported by a billboard and online advertising campaign in France and Spain.
Why it matters
This visual update aims to modernize the company's image by incorporating design elements intended to symbolize feminine curves. The rebranding effort follows a period where the brand's primary lingerie division saw a slight dip in annual revenue.
Etam operates 840 retail locations across 55 countries, with 470 of those stores situated outside of France. The brand's online advertising campaign is scheduled to run for a duration of three weeks.
The players
Etam
Etam is an international lingerie retailer that operates 840 stores across 55 countries.
Marie Delahaie
Marie Delahaie serves as the CEO of Etam, having assumed the leadership position in the spring of 2026.
The details
The rollout of the new logo and brand identity has occurred gradually over the past week. Marketing efforts are currently focused on billboard placements and digital advertisements to reach consumers in core European markets.
Timeline
Etam Lingerie recorded €480 million in revenue during 2023.
The lingerie division generated €471 million in revenue throughout 2024.
Marie Delahaie assumed the role of CEO in spring 2026.
The gradual rollout of the new identity began the week of September 21, 2026.
Culture Shift
Etam's transition to a rounder, minimalist typeface follows a pattern set by numerous fashion and retail brands that have modernized their logos to prioritize digital legibility and symbolic softness. This strategic shift mirrors broader industry efforts to move away from rigid legacy typography in favor of designs that resonate more fluidly with modern consumer aesthetics.
Shoppers in France and Spain will begin seeing the new brand identity on store billboards and digital platforms immediately. The three-week online advertising campaign may lead to increased visibility for the brand's latest collections as the company promotes its new voice.
The takeaway
Retailers frequently update their visual identities to maintain market relevance and align with changing consumer perceptions of brand personality. Consumers should expect to see these design changes reflected across all digital touchpoints and physical storefronts as the rollout continues.
Further reading
For more on how evolving brand identities shape the modern marketplace, visit the Sex Life section.
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