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In Saint-Tropez, Etam advocates the glamorous and sexy swimsuit for all

2023-05-15T11:16:47.212Z

Highlights: French lingerie brand Etam presented its swimwear collection at a fashion show organized in the seaside resort of Var. The show is naturally bathed in the French Riviera spirit, with, in the background, the emblematic Café Sénéquier. On the catwalk of the Cruise show, the muse Constance Jablonski rubs shoulders with Nami Isackson, a model labeled "curvy" The cabin is diverse and highlights the brand's latest hit: the One Size jersey, a unique stretchy size that claims to be suitable for bodies from 34 to 46.


The accessible lingerie brand presented its swimwear collection at a fashion show organized in the seaside resort of Var. The opportunity to reaffirm his democratic vision of lingerie.


Saint-Tropez, May 11, 2023. The French lingerie brand is counting on the Var village, one of the cradles of the myth of the French embodied by Brigitte Bardot, to stage its collection of swimsuits for spring-summer 2023. Building on the success of its annual lingerie show, which has lasted for fifteen years, Etam launched last year in a new event dedicated to bathing: a "Cruise" show. For this second edition of the Côte d'Azur, the show is naturally bathed in the French Riviera spirit, with, in the background, the emblematic Café Sénéquier. For the event, the place that has served as a haunt for the jet-set resort since the 1950s has been recreated on a nearby pier, with the Mediterranean as a backdrop. On the catwalk, the models of the season that give pride of place to sexy are embellished with blown glass pieces made in collaboration with the brand Home In Heven, specialized in crafts.

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Etam Cruise Fashion Show 2023

In pictures

View slideshow48 photos

View slideshow48 photos

2019, erotic year

In addition to this immersion in the charm and lightness of the legendary Saint-Tropez, the parade is a way for Etam to advocate diversity and self-acceptance. In 2019, at the heart of the "body positive" movement, the northern brand had proposed a first Live Show show, highlighting a range of different morphologies. A turn taken in time: a year after the last Victoria's Secret lingerie show, then denigrated on all sides for its discriminating vision of beauty. Also a year after the launch of the Fenty brand by singer Rihanna, which marked a break in lingerie campaigns with muses - and an offer - displaying sizes XS to 5 XL. Five years later, this impulse has not run out of steam: Etam persists and signs by betting on heterogeneous castings.

«What matters is to make all women want»

But the approach has evolved since the advent of body positive, which imposed on lingerie brands a requirement of representativeness. "We had to go to extremes, so that we simply accept to live together," says Laurent Milchior, co-manager of Etam. The extreme in question? A sudden and radical change in the highlighting of bodies by brands, from 34 to 46, without half measures. What to be accused of woke bashing, understand, the action of showing a form of tolerance, for the sole purpose of selling. For the brand, representation must speak to its customers: "What matters is to make all women want," adds Laurent Milchior. When you take a turn too radical, the majority does not necessarily find themselves. For example, we don't want to show measurements that we are not able to cover in our ranges." At Etam, size M dominates sales.

All in the same bath

And nothing like the field of swimwear to perpetuate this democratic vision. The star clothing of the beaches is an image tool for a brand that sells 70% of lingerie, intimate pieces that can not promote themselves, being invisible in the public sphere. On the catwalk of the Cruise show, the muse Constance Jablonski rubs shoulders with Nami Isackson, a model labeled "curvy". The cabin is diverse and highlights the brand's latest hit: the One Size jersey, a unique stretchy size. Launched last year, this piece, which claims to be suitable for bodies from 34 to 46, is a commercial success. So much so that the offer welcomes this summer a new size to satisfy the silhouettes up to 52. A way to keep his promises, even those made during the season of sun and songs.

Source: lefigaro

All life articles on 2023-05-15

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