Princesse tam.tam, mischievous sophistication.
Born in 1987 through an unlikely encounter between Parisian elegance and inspirations of Madagascan origin, the Princesse tam.tam label is instantly recognisable. With mischief as its guiding principle, its lingerie, beachwear and homewear collections have today become must-haves.
A story of interwoven futures.
Guided by a desire to break conformity, sisters Loumia and Shama Hiridjee took, in 1987, the bold gamble of transforming a gift shop in the Montparnasse district into a store selling women's ready-to-wear clothing. Before long, the men's boxer shorts in colourful prints, that women couldn't get enough of, made way for Princesse tam.tam lingerie the signature of which is a touch of fantasy. Princesse tam.tam like the name of fiery Joséphine Baker in the film of the same name. From the outset, Mourad Amarsy, Loumia's future husband, together with a designer friend, Valérie Delafosse, joined the adventure to help the two founders with their enterprise. They rose to the challenge with ease: Princesse tam.tam items instantly appealed to modern women, who were as independent as they were unpredictable.
Several decades later, the brand's stamp can be found on a comprehensive line of Princesse tam.tam clothing as well as a collection of accessories. Designed before all else by women for women, the pieces are young, mischievous and edgy, to better enhance the body. The brand's mindset is definitely one of liberty. By encouraging women to be removed from their inhibitions, Princesse tam.tam turned their difference into an asset. That is the recipe for the company's ever-growing success.
Collaborations full of sparkle.
Princesse tam.tam's ever more snazzy underwear led to the brand receiving the design award in the underwear section in 2006. Sold, the year before, to the Japanese giant Fast Retailing, today the brand counts a network of 158 boutiques and an international presence in over 40 countries. The company can boast of rising, in 2012, to the rank of second biggest French underwear group. As well as muses like Delphine Depardieu, Anna Speckhart and Camille Rowe, Princesse tam.tam doesn't hesitate to indulge in choice collaborations. That explains how the offbeat pop designer Yazbukey created the kiss range in 2016. More recently, the brand called upon designer and blogger Lisa Gachet to create a new capsule collection, this time devoted to spots and palm leaves.
From the sensual dress to women's trousers, the French label has continued to broaden and diversify its ranges over the seasons. Adorned with subtle tones, their swimming costumes have been just as successful as their lingerie. Amongst the iconic Princesse tam.tam pieces our favourites are: