Etam to merge virtual and reality during its upcoming fashion show
After taking over the Place de l'Opera in Paris last year, Etam has set its sights on the gardens of the National Archives in Paris for the 15th edition of its annual lingerie fashion show. The lingerie brand has scheduled the live runway show on September 27, the day after the kick-off of Paris Fashion Week. The boundaries between virtuality and reality will be explored during this event, of which musical guests have not yet been revealed.
"Gloss and matte. Transparency and opacity. Our creative studio is reinterpreting duality by designing the inception of hybrid lingerie," said the brand, which will unveil haute-couture pieces embroidered by La Maison Potencier.
The models' makeup looks will be done by Tom Sapin, make-up artist of M.A.C Cosmetics.
During the show, which will be broadcast live online at 9pm, the brand's customers will be able to buy the pieces instantly as part of a live shopping experience. The show will also be broadcast on television on the TMC channel.
By playing with the ties between reality and virtuality, the brand will equip some of the fashion show's spectators with smart 'Ray-Ban Stories' glasses, which will give them a behind-the-scenes look at the event.
As for its swimwear fashion show, which was held on a beach in Corsica in May 2022, Etam will be offering non-fungible tokens for sale. Five couture bodysuits from the show will be reproduced into 50 limited-edition virtual copies.
"These unique pieces will be accompanied by their virtual avatar and will give their purchaser VIP access to many perks and VIP experiences," said the brand, which made its debut in the U.S last March.
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