ETAM

Etam introduces Crush, a new collection created for a generation that lives online, breaks norms, and leads with self-expression. The concept? Say it loud: Etam has a crush on you.

The campaign came to life with a studio shoot in Madrid featuring four TikTok-native content creators. Each brought her own style and energy, showing how the collection adapts to real people — with personality, creativity, and confidence.

To amplify reach, the launch included media collaborations with titles like Cosmopolitan, speaking directly to Gen Z with authenticity and relevance.

Crush is more than a launch — it’s a bold, playful, and honest declaration from Etam to its next generation of women.