Etam taps Nensi Dojaka
Lingerie brand Etam has commissioned LVMH‑Prize winner Nensi Dojaka for a limited‑edition swim capsule that will roll out next Tuesday across France, the U.S. and Mexico — pieces start at about €30, making a designer name suddenly very accessible to mainstream shoppers (wwd.com). This is a notable crossover: an elevated emerging designer paired with a mass retail footprint, which could quickly put Dojaka’s signature minimal‑lingerie aesthetic into high‑street summer wardrobes (wwd.com).
A French lingerie chain that sells basics at mass scale just handed part of its summer swim floor to Nensi Dojaka, the London-based designer best known for sheer panels, straps, and lingerie-like eveningwear. The capsule goes on sale next Tuesday, April 14, across France, the United States, and Mexico, with prices starting at 30 euros. That price is the jolt in the story. Dojaka built her name in luxury fashion, while Etam built its business on volume, with more than 1,300 stores in 57 countries across its group brands. Dojaka is not a random guest designer. She won the 2021 LVMH Prize, the luxury group’s high-profile award for young fashion talent, after graduating from Central Saint Martins in London in 2019 and launching her label the same year. Her clothes got famous for looking like underwear rebuilt as outerwear. The signatures are thin straps, asymmetric cuts, sheer layers, and a kind of engineered fragility that made her runway dresses instantly recognizable in the early 2020s. Etam is a logical partner for that language because the company already lives in bras, bodysuits, and swimwear. In its own press release, Etam says the collaboration combines the brand’s lingerie expertise with Dojaka’s architectural approach into a sculptural monochrome swim collection. The company is also making this a broad retail drop, not a tiny Paris-only stunt. Etam’s announcement and WWD both say the pieces will be sold across three markets at once: France, the United States, and Mexico. That changes what a designer collaboration does. Instead of asking shoppers to buy a four-figure runway dress, Etam is translating Dojaka’s look into a category where people already expect to buy seasonally and impulsively: a swimsuit, a bikini top, a beach piece for under 50 euros. Etam has been leaning into collaborations lately. Its press site shows another 2026 capsule with Miaou, a label founded by Alexia Elkaim, which suggests the retailer is using outside designers to keep lingerie and swim feeling closer to fashion than basics. For Dojaka, this is a different kind of expansion from wholesale at luxury stores like Ssense or Printemps. A limited-edition swim line in Etam stores puts her aesthetic in front of mall and high-street shoppers who may know the look before they know her name. For shoppers, the pitch is simple: the strappy, minimal, lingerie-coded silhouette that usually lives on a runway is being recut as something you can wear to a pool in April 2026 and buy at Etam prices. That is how a young designer label moves from fashion-insider recognition into mainstream summer wardrobes.
