The 80’s. The new generation wants change.
In 1985, the gift boutique run by two sisters on Rue Bréa, in the Saint-Germain des Prés neighbourhood in Paris, has a new bestseller. Brightly coloured printed cotton men’s boxer shorts, which women are making their own... This success points the Hiridjee sisters in the right direction, inspiring them with the concept of creating lingerie that goes against the mainstream trend: bringing women subtle and creative lingerie. Original prints, colourful cotton and an eye for detail, from little bows between the breasts to double straps, and lace or satin trims. Mourad Amarsy joins the two sisters, taking over the brand’s financial affairs. He marries Loumia just a few years later.
Born into a family of Indian merchants who settled on the island of Madagascar, the founding sisters were educated in boarding schools in mainland France. One was aged 21, the other 28 when- with the help of a designer friend - they embarked on this great adventure. “Princesse tam.tam”, a name chosen in homage to the film released in 1935, in which the lovely Josephine Baker delights the hearts of Parisian high-society with her beauty, humour and unpredictable behaviour quickly making her everyone’s darling. Princesse tam.tam is born!
Now recognised as “fashion lingerie”, the brand’s collections, its values and unique vision of femininity continue to appeal to an increasing number of women. Present in over 40 countries, Princesse tam.tam is sold in its own boutiques, in department stores, in select multi-brand retailers and online, through its e-boutique. In 2006, the Fast Retailing group took over the Princesse tam.tam brand, which thus joined the ranks of Comptoir des Cotonniers, Uniqlo, Theory and Helmut Lang. In 2008, the founders, Loumia Hiridjee and Mourad Amarsy were killed during the Mumbai attacks. Their energy and personality live on, feeding the values of Princesse tam.tam.