STRASS & PAILLETTES: A DISCO-INFLUENCED 13TH EDITION TO WARM UP PARIS

TUESDAY, SEPTEMBER 29, 2020

Etam celebrated Fashion Week and took over the Opéra district in Paris for this 13th edition of the Live Show, making its Haussmann Flagship the runway for its century-old savoir-faire. For the occasion, the brand revealed the underbelly of lingerie, from manufacturing secrets to backstage effervescence, all the while respecting health authority regulations: physical distancing and the wearing of a mask, glittery for the occasion, de rigueur.

THE ETAM HAUSMMAN FLAGSHIP

It was outdoors, around the Etam boutique at 16, rue Halévy – a protected site listed as a Monument Historique – that the models paraded on a glittering runway. Transformed for the occasion, the store gave a glimpse of the preparations and part of the backstage area from the stands. A nod to this glass case with its spectacular volumes, revisited under the aegis of Dutch architect Winy Maas in 2018.

A VIBRANT ATMOSPHERE: LET’S CELEBRATE!

annequins joyful, exclusive line-up, roller girls… and 400 delighted guests! Clara Luciani, Nea, Hatik, Ofenbach, Imagination. The music scene thrilled an audience of celebrities, journalists, influencers and opinion leaders. Voices and rhythms carried a host of French and international talents, performers and models. Constance Jablonski, muse of the house, Lena Simonne, Oumi Janta, famous roller dancer whom Instagram adores, Mélody Vaxelaire, Maria Borges, Louise Lefebure, Sofia Resing, or Cindy Bruna… Each woman wore the catwalk looks with fervor and enthusiasm.

FRONT ROW & PHOTOCALL

Around Laurent Milchior, co-manager of the Etam group, personalities, artists, stars & influencers. A cheerful front row and tribunes with masked faces but laughing eyes. Virginie Ledoyen, Thomas Dutronc, Thylane Blondeau, Alysson Paradis, Marc Lavoine and Line Papin, Gaia Sweiss, Aïssa Maïga, Alice Isaaz, Lena Situations, Camille Lellouche, Léa Elui, Flora Coquerel, Elodie Fontan, Vincent Elbaz, Karidja Touré, Rod Parado, Ophelie Meunier, Tomer and Sandra Sisley, Iris Mittenaere & Diego El Glaoui, Kenza Smg, Alice David, Jospéhine Japy, Kev Adams, Alicia Aylies, Rachel Trapani, Jean-Eric Vergne, Alice Belaïdi, Jean Roch, Carla Ginola, Rianne Meijer, Paola Locatelli, Baptiste Giabiconi, Noholita, Clara Berry, Chloé B, Mayadorable… Masks off for the photocall

VISIBILITY & BUZZ

Around Laurent Milchior, co-manager of the Etam group, personalities, artists, stars & influencers. A cheerful front row and tribunes with masked faces but laughing eyes. Virginie Ledoyen, Thomas Dutronc, Thylane Blondeau, Alysson Paradis, Marc Lavoine and Line Papin, Gaia Sweiss, Aïssa Maïga, Alice Isaaz, Lena Situations, Camille Lellouche, Léa Elui, Flora Coquerel, Elodie Fontan, Vincent Elbaz, Karidja Touré, Rod Parado, Ophelie Meunier, Tomer and Sandra Sisley, Iris Mittenaere & Diego El Glaoui, Kenza Smg, Alice David, Jospéhine Japy, Kev Adams, Alicia Aylies, Rachel Trapani, Jean-Eric Vergne, Alice Belaïdi, Jean Roch, Carla Ginola, Rianne Meijer, Paola Locatelli, Baptiste Giabiconi, Noholita, Clara Berry, Chloé B, Mayadorable… Masque off de rigueur for the photocall On the evening of the show, the live stream was viewed on Etam.com & Instagram to over 130K views. The live show was rebroadcast the same evening at 11:10pm on W9, with a peak audience of 800,000 viewers. The overall reach of the event on the brand’s social networks reached over 9.3M people. A great performance!

AFTER SHOW SHOPPING

An exclusive, interactive shopping session with Peggy Frey, live from the catwalk backstage, also offered the opportunity to decipher and shop 10 key looks presented on the catwalk. The bestsellers? PANAMA: signature lace on a couture bustier. DIAMOND: a shimmering underwire-free triangle with fishnet trim. KARAT: an underwired gold triangle with delicate lace and satin ties. All Live Show looks are now on sale as limited editions on etam.com and in boutiques.

A COUTURE & FESTIVE COLLECTION

Glamour, rhinestones & sequins, let’s dance! This year, more than a fashion show, the brand celebrated life for an evening. The idea was to infuse joie de vivre, optimism and sensuality into the century-old savoir-faire that continues to celebrate the modern, glamorous spirit of lingerie. The collection, conceived and created around the festive spirit, featured disco-influenced silhouettes. Etam’s designers were inspired by the creative effervescence of an era intoxicating with rhythm and exuberance. For the occasion, they dipped into the brand’s archives to re-edit emblematic pieces from recent decades. The “Collector’s Edition” limited series capsule brilliantly transposes the brand’s original aesthetic from the 70’s to the 90’s into today’s world.

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