Etam celebrates France at star-studded show
Etam celebrated its 100th anniversary with a France-inspired extravaganza.
The French underwear and hosiery brand held a presentation at Paris’ Centre Pompidou to showcase new collections on Tuesday night (27Sep16) and mark the significant milestone.
Among the celebrities to sit on the front row were Monica Cruz, Natasha Poly, Natalia Vodianova, and Gabriel-Kane Day-Lewis, while the likes of Ana Beatriz Barros, Cindy Bruna and Caroline Brasch Nielsen hit the runway.
The show opened with Constance Jablonski walking the runway in a Leavers lace bodysuit, which was followed up by a procession of models in sailor-inspired ensembles and high-waisted lace panties.
In total, 80 looks were shown, with pieces including lace, corsets and gilding.
Different acts of the show were set to different music, with performances from Minuit, The Avener, Dua Lipa and Marina Kaye. But it was French icon Jacques Dutronc who really stole the show when he took to the stage for the finale, with the crowd dancing and singing along to his hit song Paris S'eveille.
“He’s a mix of Frank Sinatra and Iggy Pop or Keith Richards - or the French Dean Martin,” French author and editor in chief of Lui Magazine Frédéric Beigbeder told WWD. “His nonchalant style with his Ray-Ban shades, his marriage to Françoise Hardy, the Parisian style icon…”
The larger-than-life production also included a light show which transformed the catwalk into a cobbled street in one act and a waterfall in another.
And Etam took the opportunity to jump on the see-now-buy-now bandwagon, making its garments available online immediately after the runway show, before hitting stores on Wednesday (28Sep16).
Furthermore, there will be a capsule collection of Leavers lace pieces made using Calais, France-based Noyon, created especially for Etam, which will be available in select stores.
“The most expensive piece is a Leavers lace bodysuit priced at 100 euros (£87). It’s a price with no margin given the quality of products,” Laurent Milchior, chairman of Etam Group and the company founder’s grandson told WWD previously.