New lingerie campaign by Etam encourages women to #feelfree

This September, French lingerie label Etam is broadcasting a new message, encouraging women to accept themselves as they are. In a campaign that treads a path different from the one usually taken by the industry, Etam is focusing on a diverse group of 10 women, brought together by the slogan #feelfree.


The 10 faces of Etam's F/W 2019-20 campaign include brand ambassadors Laetitia Casta and Constance Jablonski - Etam

It is an extensive campaign featuring press, poster, web and TV ads, running until September 13. The video, combining archive images and new footage, urges women to accept no compromises. “In a society which erects mental barriers against women, to overcome these barriers, going beyond self-imposed limits and being oneself, completely and at all times, is a life’s journey,” said Etam, concluding with the question “couldn’t women be left a little in peace?”

As it does every year, Etam is working on a presentation for its new collection, to be staged in parallel with the forthcoming Paris Fashion Week. The event, which is expected to differ from a traditional catwalk show, is scheduled on September 24, and will be held at the Roland Garros tennis stadium in Paris.

The new video by Etam

Translated by Nicola Mira

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