Etam’s Runway Was Red-Hot Last Night

The French label’s runway spectacle was ablaze with supermodels, sexy lingerie, and the celebration of French freedom

In honor of its 100th anniversary, French lingerie label Etam held its annual runway romp in the heart of Paris at the Centre Pompidou last night. The evening—which was dedicated to French freedom—was particularly special, as it marked the first time Etam has shown in September during Paris Fashion Week, rather than its usual showing in March. 

Supermodels like Caroline Brasch Nielsen, Devon Windsor, Constance Jablonski, Cindy Bruna, Amanda Wellsh, and Ana Beatriz Barros all walked the runway sporting pieces from Etam’s Fall 2016 collection, while Marina Kaye, The Avener, Jacques Dutronc, and more performed live. Seated front row were industry veterans like Natasha Poly, Yaz Bukey, Ellen von Unwerth, and Natalia Vodianova, the latter of whom was the face of Etam from 2009 to 2015.

“I think all the girls looked so sexy and beautiful,” said Dutch supermodel Karen Mulder. “What I love about Etam is that anyone can buy this lingerie—it’s not that expensive. And it really shows the woman to the best advantage.”

The collection was split into five different themes: “I Am Sexy” (latex, leather, and sensual lace); “I Am Chic” (feathers, pearls, and lots of pink and burgundy); “I Am Divine” (jewel embellishments, lamé, diamanté); “I Am Joyful” (sailor stripes, petticoats, eyelet embroidery); and “Swimwear”. There was also a direct-to-consumer element—not only were the pieces available immediately following the show, but Etam utilized social media platforms like Periscope, Twitter, and Facebook Connect to give fans an inside look at the celebratory runway show. The evening capped off with a dinner and a DJ set from Clara 3000. 

“I liked the first series especially—I’m a black lingerie person,” Mulder added. “Fashion is my first love, and it’s such a fun place to be. I love the dream.” Whether she plans on making another runway appearance soon (after retiring in 2000, the super walked alongside ‘90s mainstays like Linda Evangalista, Naomi Campbell, and Amber Valletta for Dior’s Fall 2007 Couture show) is yet to be determined. “It would be fun to be a part of it all again, but these days I’m very concerned about what’s going on in the rest of the world. There’s a real gap between the two.” True, especially in these times, but it seems even Mulder couldn’t resist the delicious escapism of a saucy runway romp filled with sexy French glamour.

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