Princesse Tam Tam Lingerie
This is the story behind the gorgeous French lingerie brand. In 1985, two sisters marketed a best-seller in their gift shop in Rue Bréa in Saint-Germain des Prés. It was vividly-coloured cotton boxer shorts for men, which women were buying for themselves. This success set the Hiridjee sisters on the path to success by giving them the idea of creating lingerie that was the opposite of what was available at the time. They would give women fresh, cheeky underwear that could be mixed and matched. Unusual prints, coloured cottons and fine attention to detail, from the small bow in cleavage to double straps, lace edging and touches of satin. Of Indian extraction but living in Madagascar, they were just 20 years of age when, assisted by a fashion designer friend, they took the plunge. They needed a name. It was to be Princesse tam.tam, paying homage to a film released in 1935 in which the beautiful Joséphine Baker won the hearts. A barefoot princess who was lovable for her extravagance. Present in more than 40 countries, the brand is marketed in the company’s own boutiques, in department stores, in a selected number of multi-brand retail outlets.