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#Feelfree: Etam celebrates women’s freedom and diversity with its lingerie show

You know the expression ”and the crowd goes wild”? This was exactly what happened after Etam’s lingerie show — one that put others in the same genre to shame. And not even the Parisian gloomy and unpredictable weather could take the enthusiasm away, from a crowd that was impatiently waiting with bated breath. The French lingerie brand, known for always pushing Victoria’s Secret a little further, unveiled an exceptional show where all sizes and ethnic groups paraded alongside the most prominent singers of the moment.


At the after party, when bumping into Margaux Figiel, international marketing director at Etam, the question on everybody’s lips — what made this collection different from the previous one — was answered by her with great pride:
“It’s simple — this one is all about freeing yourself, it celebrates diversity!” And just like that, their hashtag #feelfree made sense.
And as easily as Margaux slid into our group, as easily she slid out. Which really didn’t come as a surprise as this woman is as much of a femme fatale as she is down to earth. But there was a buzz following her as she turned around and greeted some other, let’s not call them Etam-fans, but Etam- admirers. Which came as no surprise either as the show was one of the highlights of Fashion Week.

A show to remember

It was on the second day of Parisian fashion week that Etam presented its usual lingerie show, and undoubtedly one of the most memorable in its history. At the heart of Roland-Garros — a venue that is already known for curating some of the greatest — the brand organised, in collaboration with Universal, an inclusive show celebrating all women, during which the most prominent female singers of the moment performed. To open it, Angèle interpreted her hit “Balance Ton Quoi”, which sounded even more symbolic this evening, as women of all sizes and ethnicities prepared to step on the podium. She was succeeded by an exclusively female line up, and above all, engaged in the feminist issue: Beth Ditto, Claire Laffut, Ava Max and Aya Nakamura.
Something that Louise Baudelle, a key person at Universal, was happy to talk about while waiting for the Perrier-Jouët.
“All the artists tonight… it’s 100% female, something that goes well with what Etam wanted the fashion show to highlight”, she said before being swept away by a colleague, leaving us high and dry, not literary as the cocktails and champagne was flowing freely.

And the icing on the cake?

In front of more than 5,000 guests, models Constance Jablonski, Maria Borges, Jasmine Sanders and Cindy Bruna followed each other at full speed to the best sounds of the moment before closing the show together on the podium. All while Aya Nakamura sang her hit “Djadja”, making the crowd to stand up and sing along to the tunes that spread far behind the venue. And just when we thought that the event was over, a real concert began, and took us deeper into the world of strong women everywhere. Each of the artists invited to perform returned to the stage for an ultra girl power late evening with their greatest hits as a background sound. And the stars were not only present on stage — the best that France had to offer in terms of French actors, actresses and celebrities had gathered in the stands.

And while we are slowly preparing to say adieu to Fashion Week for this season, Etam’s #feelfree will still be the talk of the town, most likely over the famous French apéro. Because why should it not? The show was nothing but a dazzling parade that brought together models of all shapes and sizes to promote women’s freedom and diversity. Feel free, be free — wasn’t that so?

#Feelfree: Etam celebrates women’s freedom and diversity with its lingerie show

Tatjana Kostic

Editor-in-Chief, Paris

Tatjana is a natural born fashion killa. Mesmerised by the influential designers creative escapades, she's always waiting for the next big thing to hit the runway. When she's not lusting after an Oscar de la Renta dress, she's giving her undivided attention to Hermès bow ties and macarons from Ladurée.