Etam lights up Roland-Garros with inclusive and bopping show
Sep 26, 2019
Between a run-down Victoria's Secret fashion show and Rihanna's recent showdown at New York Fashion Week -- where her underwear brand Savage x Fenty delivered a theatrical show celebrating body diversity -- Etam is moving into niche lingerie shows. For the 12th edition of the French brand's annual show, on September 24, 70 women celebrating a diversity of silhouettes and attitudes took to the runway installed in the brand new court Simonne-Mathieu of Roland-Garros, accompanied by an energetic and 100-percent-female live concert that lasted more than an hour.
In line with its fall campaign, which invites women to be their true selves, the lingerie chain highlighted models of all body types that are more representative of the population, compared to the slender bodies seen normally on the runway. The theme this year? The tagline from its last campaign: "Feel Free".
Under a threatening sky void of any rain, the show was also amplified by a high-flying line-up of singers including Angela, Aya Nakamura, Ava Max, Beth Ditto and Claire Laffut, to entertain an audience of 4,000 guests invited by the brand (compared to 600 last year).
The soundtrack accompanied several show themes, starting with a series of bondage-inspired black sets, in lace and enhanced silhouettes with tulle, followed by a variation of pink outfits in all its nuances (powder, carmine, fluoro, peach, raspberry). To finish, a line of lingerie more spring-inspired, with styles featuring small flower embroidery, playing on transparency.
Originality came via the mixing of sexy looks, with more comfortable undergarments and sportswear side by side. Several women also wore bathrobes, pyjama rompers, kimonos and other legging styles, suggesting a complete collection; ranging from homewares to sportswear.
The event took place this year in a group of old buildings adjoining the garden of the greenhouses of Auteuil, which were decorated for the occasion. In each space, models wandered in lingerie or indoor outfits, while a sexy mini cabaret was playing in a dark room. An immersive experience and very popular, where it was difficult to find a path.
Etam, whose parent company recently took a majority stake in the Ysé lingerie brand, has achieved a tour de force in terms of communication and the diffusion of brand values, at a time when the fashion distribution sector is more inclined to reduce its budgets in this area.
The brand, chosen by French women as their second favorite lingerie brand after Dim, according to a recent study released by the IFM, "manages to combine comfort and desirability," said Catherine Ho, researcher of the Institute.
Etam, which operates a network of 300 stores in France, will soon inaugurate its new Parisian flagship in Opera and has just launched at the group level its own CSR program called 'We Care', which includes the goal of reaching 80 percent eco-friendly products by 2025.
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