Etam has appointed Julia Lafont as marketing and communications director and Natacha Jacquier-Laforge as lingerie creative director. The French lingerie brand shared news of these two key hires on LinkedIn, announcing that both Lafont and Jacquier-Laforge will also be joining the company’s executive committee.

Before joining Etam, Julia Lafont served as marketing director at Fusalp for two years. Prior to that, she worked in the marketing department at Sonia Rykiel from 2013 to 2022, following a five-year tenure at Lancel.

Meanwhile, Natacha Jacquier-Laforge brings over 20 years of experience in lingerie. She worked at Dim from 1999 to 2011 as style manager for the Chantal Thomass brand. She then played a pivotal role in relaunching the brand within the Chantelle group, continuing as head of creative. In 2019, she assumed the role of artistic director within the group, overseeing collections for Chantelle X, Pulp, and Soft Stretch.

“We are delighted to welcome Julia and Natacha to the team. Their combined expertise in branding and corsetry will significantly accelerate the internationalisation and digitalisation of the brand, infusing it with uniqueness, strength, and modernity,” commented Marie Schott, who was appointed general manager of Etam in October 2023 after previously leading the company from 2011 to 2018.

Etam operates a network of 660 points of sale, nearly 420 of which are located in France. The brand will hold its annual runway show on September 24 during the kickoff of Paris Fashion Week. This year’s event will take place within the historic walls of the Monnaie de Paris.