Etam is taking over the Palace for its lingerie show

Etam’s 16th lingerie show will take place during Paris Fashion Week on September 26. After last year’s show in the gardens of the Hôtel de Soubise, this year the French underwear brand will take over the Palace in the IXth arrondissement, a famous 80s nightclub converted into a showroom.

For the evening, the brand promises to “revive the effervescence of Parisian nights in this iconic venue where anything goes.” Eighties atmosphere guaranteed. Etam will unveil every aspect of the show, from casting to backstage, to the photo call and the famous catwalk.

The brand will unveil its new collection, which can be found in stores and online, and will also highlight a limited edition focusing on Leavers lace. A logotype motif has been created for the occasion. Only 100 pieces were made.

The event, which brings together international journalists and influencers, will be broadcast live on Instagram, Tiktok and the brand’s website. It will also be televised on the French TMC channel from 9:15pm.

Etam, which has also put on a swimwear fashion show since 2022 (in Corsica and then Saint-Tropez), relies on a network of 660 stores, including 420 in France. On the export front, Etam entered the U.S. last year with a dozen corners at Nordstrom, and this summer opened its first Etam boutique in Miami.