My first ever lingerie experience was actually ETAM

“Sometimes I’m like ‘Where is the champagne? Where are the cigarettes? Oh wait, I’m a mother now.’

Which I love more, but the sheer fun of the show is a way of honoring my early modeling days”,

said Natalia Vodianova, who’s been the face and designer of an underwear collection for Etam since 2009

America has the Victoria’s Secret Fashion Show but we (France) have ETAM since years.

This year cabaret-esque runway show in Paris, which was broadcast live in 20 movie theaters throughout France,
included no less than five live girl-power performances:
M.I.A., Lily Allen, Rita Ora, Lykke Li,
and Selah Sue provided the beat for the models (including Isabeli Fontana and Liu Wen),
to strut to in the brand’s sexy, playful creations..