WOMENSWEAR
ANNIVERSARY
50
TRENDS OVER TIME
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A touch of couture
In spring 1974, a new era began at ETERNA: for the first
time, the specialist known for its shirts presented a stand-alone collection
for women. The ETERNA blouses were born. 50 years of fashion trends, half a
century of fashion history.
Celebrate our anniversary with us! Travel with us
through the decades from the 70s to today – the trends of the past and the
highlights of the current season.
THE 70s
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The Collection Elle
More and more women are entering the public arena. ETERNA takes its demand for equal rights seriously and responds to the spirit of optimism in society with a forward-looking decision: 22 years after the first attempt to establish blouses on the market, ETERNA is launching a new collection for women. The "Collection Elle" is inspired by men's shirts, because sporty shirt-style blouses are on trend. Whether in pink jersey or bold polka dots, the new styles are selling well and are immediately accounting for up to 20% of total production. Blouses are still an integral part of the range today.
The 80s
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C and non iron - That is „excellent“
In 1981, ETERNA took an innovative step in the fashion market and developed the first non-iron shirt made of pure cotton. The Excellent shirt became a bestseller and the company management decided not to keep this special fabric from women any longer. With "Lady Eterna Excellent", the Passau-based company created an easy-care blouse range. The ETERNA collections of the 80s featured strict lines and geometric shapes, earthy tones and merging colours. In the 1980s, the then Managing Director Volker Götz brought the Swiss fashion designer Aura Gibolli to Passau. She helped the still young blouse collection out of its "infancy". When developing the fabric designs, she gathered inspiration from renowned European artists.
DIE 90ER JAHRE
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Making a virtue out of necessity - Oeko-Tex®
Standard 100
To mark the company's 130th anniversary, ETERNA moved into
its new building in the Passau-Sperrwies industrial estate. Around 100
seamstresses worked with the latest high-tech machines in the blouse production
area. Around 1,500 blouses were produced every day. With the move, ETERNA had
every opportunity to expand and, at the same time, the company was under fire
for its Excellent range. Critics claimed that non-iron properties can only be
achieved using a lot of chemicals. ETERNA went on the offensive and turned to
the Hohenstein Research Institute.
The non-iron cotton fabric was put through its paces and it was finally confirmed: ETERNA meets the high requirements of the Oeko-Tex® standard when tested for the absence of harmful substances..
THE 2000s
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More blouses - ETERNA increases market share
The success story continues. In 2000, ETERNA received the
industry's highest seal of quality. ETERNA was certified with the Oeko-Tex®
Standard 100plus – the predecessor to today's Made in Green.
ETERNA sought out new sales channels and
opened its first brand stores and online shop. The Passau-based company
increased its market share for blouses by utilising the flexibility of the
production network. This allowed designers to react to trends at short notice.
Only twelve weeks passed from the first idea for a blouse model to production
of the finished series.
Andiné Jenauth, Head of Design Womenswear ETERNA, about the new collection
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"The ETERNA Spring/Summer 2024 collection impresses with a fresh, optimistic colour palette, the print designs range from graphic and retro prints to the new Soft Geometrics and Sunset Shades styles. Our star piece is the feminine shirt collar blouse, whether plain or printed.
Brand new at ETERNA this season are our total looks, combinations of blouses and matching trousers. In linen or poplin, ETERNA has it all. Of course, the summer collection includes summer dresses in versatile silhouettes, while modern denim looks set sporty accents."
