At Centre Georges Pompidou in the heart of Paris, French lingerie brand ETAM commemorated its 100th anniversary with a jubilantly flirty fashion show. The festive performance paid tribute to the women that ETAM has been championing for in their pursuit for freedom since 1916.The défilé de mode married the best of French sophistication and sass – forming quite the saucy femme fetale.
Eighty graceful models celebrated French Freedom with performances by Minuit, The Avener, Dua Lipa, Marina Kaye, and Jacques Dutronc to close with three of his iconic hits: J’aime les filles, Paris s’éveille and les cactus.
Five portraits highlighted the ideal Etam woman – free in body and mind. The five different portions of the show were I am Sexy, I am Chic, I am Divine, I am Joyful, and Swimwear.
The show opened with I AM SEXY, which showcased leather, latex, and sheer lace of inky proportions. Charmingly provocative, these lingerie pieces evoked a sophisticated rebel.
I AM CHIC was up next, highlighting the cheerful and carefree French twenties. Lace, feathers, and pearls styled the girly lingerie of pastel hues.
The I AM JOYFUL section of the extravaganza was probably the most entertaining and accurate depiction of the French way of life. Confidence and joy were amplified with adorable French sailor stripe tops, petticoats, and eyelet embroidery.
ETAM’s SWIMWEAR line mainly focused on black modernism that wrapped the body in graphic ways. Constructed with architectural clean lines, the swimwear painted a portrait of a fierce woman.
The show concluded with I AM DIVINE, inspired by the exuberance of Studio 54 and the 70s. Jeweled lingerie displayed a hint of couture and a plethora of glamour.
Words / Sheri Chiu