Etam to merge virtual and reality during its upcoming fashion show

Etam to merge virtual and reality during its upcoming fashion show

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After taking over the Place de l’OperaEtamArchivesParis Fashion Week


“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 the Potencier maison.

The models’ makeup looks will be done by Tom Sapin, make-up artist of M.A.C

During the show, which will be broadcast live online at 9 p.m., 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 the virtual, the brand will equip some of the fashion show’s spectators with smart ‘Ray-Ban

As for its swimwear fashion show, which was held on a beach in Corsica in May 2022, Etam will be offering NFTs (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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