Etam goes glam with new lingerie collection at Paris' Fine Arts Academy
Etam had ticked off the 26th September on the calendar a long time ago: the French lingerie label's annual show, now in its tenth edition, is indeed a well-established feature of the Paris Fashion Week's media programme. This time Etam pulled out all the stops, featuring a posse of star models like Constance Jablonski and Camille Rowe, and picking as its venue the majestic nave of Paris' Fine Arts Academy, irreverently infused with the party spirit the label breathed into the event.
After the catwalk show, the listed building's court was in fact awash with gigs, food trucks and even bales of straw, in an atmospheric live coda to the catwalk itself.
Attended by a large number of media people and celebrities and streamed live online, the Etam show consisted of five sets. The first shone the spotlight on Etam's sexy new premium line, Minuit Paris. It was followed by a set of swaggering silhouettes flaunted by models right out of the 1970s, their mood totally hippy and laid-back.
After them, the energy of psych-punk band La Femme underscored a series of athletic looks, with underwear inspired by baseball and American football kit, sporting the Etam logo on elasticated waistbands.
It was followed by a subtle, Japanese-style set featuring more delicate lingerie, before the last set again jolted the audience, assisted by the NTM hip hop duo, underscoring a bling, lamé-and-lurex version of the Parisian banlieue’s atmosphere for the Etam show's last hurrah.
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