The name Princesse Tam Tam makes hearts skip a beat among fans of unconventional luxury lingerie — and for good reason. It conjures an image of a heroine who is charming, bold, playful, and unapologetically free. The name itself is a nod to the 1935 film Princesse Tam-Tam, in which the legendary performer Joséphine Baker dazzled audiences in the title role.
It’s a name the brand has always lived up to. Princesse Tam Tam lingerie is as comfortable as it is captivating — designed for the woman who wants to feel seductively stylish without ever losing herself in the process.
The Story Behind the Brand
In the mid-1980s, two sisters — Loumia and Shama Hiridjee — were running a small souvenir boutique in Paris when they decided to reimagine women’s intimate wear. Their vision was clear: lingerie should be less pretentious and restrictive, and far more lightweight, vibrant, and free.
That vision came to life in 1987 with the brand’s debut collection, which was an immediate success — it turned out thousands of French women had been waiting for exactly this. Four years later, the sisters launched a loungewear line, followed by a swimwear collection in 1993.
The Princesse Tam Tam signature was unmistakable from the start: playful prints, bold colors, featherlight fabrics, and relaxed, feminine silhouettes.
In 2008, Loumia and her husband — the brand’s CEO — tragically passed away in India. Yet the brand they built together continued to grow. Today, Princesse Tam Tam collections are sold in dozens of countries, with the majority of flagship boutiques in France and additional locations in Germany, Monaco, Belgium, Italy, Japan, and the UK. Thanks to e-commerce, women around the world can now access these charming pieces with ease.
Don’t miss the brand’s romantic boyfriend shorts and bandeau bras — styles that Princesse Tam Tam is widely credited with bringing into the modern women’s wardrobe. Every piece is crafted from skin-friendly, hypoallergenic fabrics including cotton, silk, and satin.
