Etam got a line-up of disco divas including Gloria Gaynor, Chaka Khan and Sister Sledge to model their lingerie at the Paris Fashion Week.
Grace Jones and Pointer Sisters were also on the line-up of disco divas, strutting down the Paris runway showcasing the lingerie brand’s 2012 spring/summer collection. Etam is known to stage electrifying shock with a shock-factor, and they definitely turned up the heat this year with their 70s-inspired collection.
Etam pulled a marketing stunt for their recent collection by having there models strut around the Musee d’Orsay in Paris. The video went viral and got the fashion house in trouble, with the museum’s director threatening to sue if Etam continued to circulate the video online.
The soul icons were the perfect choice to don the lingerie brand’s latest collection, because they epitomize the 70s flair. The models also posed with poodles and snakes, reminiscent of the disco days at the original NY Studio 54.
The lingerie collections exuded a disco feel featuring sparkling bodysuits and colorful lingerie. The models donned pink and purple afro wigs for the finale, channeling back the 70s spank. Once the divas showcased the lingerie; they all got back onstage and performed We are Family.