Etam Live Show: the eleventh edition of the lingerie label’s extravaganza
On Tuesday September 25, French lingerie label Etam staged the eleventh edition of its annual Live Show, with a 100% female line-up of pop stars providing the soundtrack as 80 models showed Etam’s new underwear collection, inspired by five major themes. Etam’s models strutted on the catwalk together with singers Jain, Jorja Smith, IAMDDB, Zara Larsson and Cardi B – who was the most eagerly followed, live and online – in the grand hall of the Paris School of Fine Arts.
The show was opened by the two faces of Etam for this season, Constance Jablonski and Joan Smalls, introducing a first sport-themed range, with a wardrobe-like stage setting. The bras, bralettes and briefs were all trimmed with an elastic band featuring the Etam logo.
The second set had the feel of a tongue-in-cheek Western movie, the models clad in corsets, leather straps and black lace frills, some of them sporting wide-brimmed hats. The setting then shifted seamlessly to a futuristic ambience, with flashing neon lights accenting the lingerie’s iridescent, plastic-like material, or the pearly sheen of a 60’s-inspired belted white swimsuit.
Then the Etam show docked in an imaginary harbour, for a series of marine-inspired looks like the navy-style top made over into a brassiere or the high-waisted, blue and white striped briefs with gold buttons. The final set, featuring Cardi B, was big on rhinestones and sequins, like the glittering bronze-coloured bodysuit, with a rhinestone-studded belt and a long, frilly tulle train, for an all-round sexy-bling look. All the items were designed at Etam’s R&D centre, located in northern France.
The Etam Live Show was broadcast live online, and some of the products presented on the catwalk are already available for purchase on Etam’s e-tail site. The event is a genuine showcase for Etam, which in the last few seasons has strongly refocused on underwear. The group has in fact sold its ready-to-wear business in China, and currently considers apparel as a sub-category, whose products must be compatible with its lingerie range, and adopt a more feminine style with softer, less structured cuts.
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