Watch lingerie and electronic music clash.
For designers, inviting live performances to the runway can be a risky endeavor. While it tends to be a crowd-pleaser, it can be a distraction from the collection. It can also be awkward, which appears to have been the case for Etam‘s show during Paris Fashion Week.
The French lingerie brand’s latest attempt to becoming the European answer to Victoria’s Secret was a flop. Despite featuring live performances from Azealia Banks, Eve, Breakbot, Cassius, Kavinsky, and a special 3D appearance from Massive Attack, the show failed to get the crowd going. While Etam has always gone the music-and-runway route, its usual producer, Mark Ronson, was absent this season and the presentation suffered.
According to WWD, “the display suffered from gaps between segments and the largely electronic musical acts failed to ignite the crowd.”
Fortunately for Etam, having Eve on the bill would be its saving grace. The rapper hit the stage for the finale and her hit “Got What You Need,” proved to be true to its title, awaking the crowd from its dreamy electro-enduced slumber.