lingerie a gogo at Parisian open-air show

Despite a few drops of rain, the 17th runway show by French lingerie label Etam went ahead smoothly and vibrantly on the evening of September 24 in the courtyard of La Monnaie, a historic Parisian building decked out in pink from floor to ceiling, while hundreds of guests huddled under a marquee. The French lingerie brand covered the runway and the stands with pink faux fur, while the spotlights turned the walls of this imposing neoclassical building facing the Seine into a fuchsia-fest. In this boudoir atmosphere, Etam showcased four distinct design themes. The first was all about sculptural black lines. A guaranteed winner, introduced by Etam ambassador Constance Jablonski, who showed off her baby bump.

All (un)dressed in black, models of various shapes and sizes presented lingerie sets and body suits with chic geometric shapes, from polka dots to silhouette-enhancing lines, changing their entire bodies’ visual perception. The second theme was a profusion of green shades. Lace details came in a palette that included anise, forest green, mint and olive, a rarity in classic lingerie, elevated with occasional black details.

The models, strolling among spectators ensconced in a maze of alcoves, then showcased a series of posh baby-doll looks, characterised by multiple layers of tulle veils, velvet bows, and corsets, in a range of muted hues. The final theme was big on iridescent details and body jewellery. Sensual diamanté sets, pearls and golden threads accented the models’ silhouettes. Many of the models expressed their joy at featuring on the show by waving their arms and hailing the audience in tune with the rousing music.

At this rose-tinted extravaganza, the live performances were exclusively by female talent. Actress Alice Taglioni opened the show demonstrating her ability as a pianist, and was followed by Quebec pop singer Charlotte Cardin, Nigerian R&B artist Ayra Starr, British singer Mabel, French singer Eva (Queen), and finally young Moroccan rapper Dina Ayada.

Rocking to the music among the guests, influencers from many countries, and celebrities like actress Camille Razat of ‘Emily in Paris’ fame, Léna Situations, singer Lucky Love, actor Nassim Lyes, former beauty queens Flora Coquerel, Iris Mittenaere and Laury Thilleman, actor and singer Aliocha Schneider, and singer Joyce Jonathan. Various top athletes were also in the audience, like tennis player Caroline Garcia and handball player Estelle Nze-Minko, who both joined Etam’s brand ambassador team this year.

The show lasted for 20 minutes and was broadcast live on Instagram, on the brand’s e-shop (where it is also visible as a repeat) and on TV channel TMC. Following the show, Etam, which operates 660 stores, of which 420 in France, began commercialising the products presented on the runway, online and at its stores, with special merchandising.