Etam is making a big splash this summer by teaming up with Hôtel Mahfouf, Lena Mahfouf’s lifestyle brand, for a limited-edition swimwear capsule collection that’s as girly as it is desirable.
Some collaborations you can see coming, whilst others feel like a natural fit the moment they’re announced. The partnership between Etam and Hôtel Mahfouf clearly falls into the latter category. Together, the lingerie and swimwear brand and designer Lena Mahfouf have created an exclusive limited-edition capsule collection, designed for women who want to enjoy their summer in style.
A meeting of two complementary worlds
On one hand, Etam’s solid and renowned swimwear expertise. On the other, the sunny and joyful vision of Hôtel Mahfouf, a brand founded in 2022 that has quickly established itself at the crossroads of fashion and lifestyle. When these two worlds merge, the result goes far beyond a simple swimsuit. The collection takes the form of a complete holiday wardrobe, designed to make you look glamorous from head to toe.
A contemporary mermaid as the central theme
The inspiration is clear and unapologetic. The modern mermaid dictates the capsule collection’s aesthetic, with asymmetrical lines, jewelled details, luminous pearls and sculptural cuts. The chosen fabrics catch the light, flatter the figure and give each piece that certain irresistible something. It brings to mind those summers that seem to go on forever.
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Where and when can you buy it?
The Etam x Hôtel Mahfouf collection is available for a sneak preview from Monday 18 May on etam.com and in all Etam stores from 19 May. To mark the launch, Lena Mahfouf will be joining her community for an exclusive evening at the Haussmann flagship store on 25 May. A date to add to your diary without delay!
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