What Princesse tam.tam is known for
French lingerie and loungewear label founded 1985 by sisters Loumia and Shama Hiridjee from a shop on Rue Brea in Saint-Germain-des-Pres; added swimwear in 1993 before Fast Retailing acquired the brand in 2005.
Princesse tam.tam began in 1985 when sisters Loumia and Shama Hiridjee opened a small shop on Rue Brea, in the Saint-Germain-des-Pres quarter of Paris, selling floral-print men's-style boxer shorts adapted for women. The brand took its name from a 1935 film starring Josephine Baker, and its early identity was built around playful, comfort-first underwear rather than conventional seduction-driven lingerie marketing. A homewear line followed in 1991 and a swimwear collection in 1993. By the early 2000s Princesse tam.tam had grown into the second-largest specialist lingerie retail chain in France, trailing only Etam. In 2005 the company was acquired by the Japanese retail group Fast Retailing, owner of Uniqlo.
How ORBIS reads this city
Best for — French lingerie, lace bras and relaxed sleepwear
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