PARIS, 4th March 2014/PRNewswire/ — A spectacular stage, 80 breathtaking models, 5 tableaux and 6 live artists staged a collection in which the French brand’s virtuosity in terms of corsetry was fully expressed.
The event was at the same time hyped and universal thanks to some ultra-digitalised communication apparatus.
ON THE CATWALK…
Magdalena Frackowiak, Izabel Goulart, Julia Frauche, Diana Moldovan, Natalia Siodmiak, Xiao Wen, Ming Xi and Larissa Hofmann flew the flag beautifully for a performance in 5 tableaux.
Pastels & Denim: lace and an array of pastels mixed with highly designed, patched, frayed denim pieces. Refreshing and bang on-trend.
Dark punk: a punk and futuristic blend, structured forms that are sometimes extravagant, asymmetrical effects, mesh and lacquered origami, leather and vertiginous cutouts. Terribly sexy and contemporary.
A taste of the summer in a 3rd, seaside tableau with geometric forms and a sporty, structured spirit, all in neoprene and mesh in which black mixes with touches of primary colours.
Romantic: exceptional lace, light tulles, a delicate harmony of whites, greys and deep red. Evanescent and sensitive.
Natalia Vodianova for Etam: Soaring feathers, ethnic beads, the shock of dull colours brought to life by electric hues… inspired by a visit to Peru, the magnificent Natalia Vodianova has delivered a highly successful collection.
An eclectic selection of international artists
BREAKBOT, CASSIUS, KAVINSKY and 3-D FROM MASSIVE ATTACK, the Bourse de Commerce vibrated to the electro-pop sound of the French Touch. American hip-hop artists AZEALIA BANKS and EVE set the catwalk alight with their frenzied flow.
ON THE FRONT ROW…
The cameras flashed for Natalia Vodianova, Antoine Arnault, Catherine Deneuve, Peaches Geldof, Joséphine de la Baume, Jamie Hince, Emmanuelle Seigner, Karole Rocher, Louise Bourgoin, Jeanne Damas, Elsa Zylberstein, Stanislas Merhar, Frédéric Beigbeder, Mélanie Doutey, Joey Starr, Karin Viard, Ora Ito, Malgosia Bela, Sofia Sanchez, Audrey Pulvar, Daphné Burki and Ophélie Meunier …while on the live stream, Mademoiselle Agnès, guardian of the fashion temple, set the tone for the evening with her interviews and zesty, pertinent comments.
AN ULTRA–CONNECTED CATWALK SHOW
Powerful digital apparatus had been set up to allow over 1 million internet viewers to follow the catwalk show live at 9 p.m. on Tuesday night.
Journalists from all over the world, models, bloggers, jet set and artists… everyone joined in with #ETAM’s game. Twitter, Facebook, Instagram, Vine … all the social networks were in turmoil. Over 50,000 tweets, thousands of posts and photos were delivered directly to ETAM’s Social Media Wall, accessible and visible at all times from the Etam app and on the event’s website defile.etam.com