Princesse tam.tam

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.