The French lingerie brand presented, Tuesday, September 29, its Live Show 2020 on Bd Haussmann. An event parade that struck the capital with its energy.
After a mandatory visit to the hydroalcoholic gel dispensers, the masked guests of the parade Etam Live Show 2020 are waiting in the stands set up for the occasion in the 9th arrondissement of Paris, a stone’s throw from the Opéra Garnier. Then the singer Clara Luciani opens the ball by interpreting Naked, his single unveiled a year earlier. At the same time, Constance Jablonski, star model of the French brand inaugurates the podium, quickly followed by the other girls. This season, Etam also gave the floor to an inclusive casting by integrating models of several sizes.
The silhouettes are linked, to the sound of artists who set the pace, like the rapper Hatik and the composer Nea, or the English musician Leee John. In the first row, Léna Mahfouf, the favorite YouTuber of Generation Z, films the event, accompanied by her father. Not far away, comedians Camille Lellouche and Kev Adams, model Thylane Blondeau and singer Marc Lavoine respond to the subscribers present.
La collection 2020 Etam Live Show
The 2020 collection highlights lace, which is everywhere: on triangle bra without underwire, underwired bustiers, micro-shorts and bodysuits. Whether in lace, tulle or microfiber, many of the collection’s underwear contain recycled polyamide, a material from production scraps. Pieces included in the brand’s responsible program, called “We Care” and launched in 2019. This season, Etam is also unveiling a more sportswear part through cyclists, colorful yoga bras, training leggings and sculpting shorties . A festive wardrobe, where lightness rhymes with freedom.
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