The Paris couture shows are heating up and so far, the week’s most scorching moment belongs to Etam, a Parisian lingerie label that is by no means couture but still managed to enlist an army of veteran belters to perform at their show. In a lineup that managed to render VH1’s Divas Live specials meek by comparison, Grace Jones, Sister Sledge, Gloria Gaynor, the Pointer Sisters and Chaka Khan stormed Etam’s stage for an energetic medley as Bettie Page-esque models (and their poodles) paraded cheekily down the catwalk in time to the beat. It leant to the Regine disco vibe that Sonia Rykiel’s key shows create.
Etam’s decision to book their under-the-rader show during Paris’s almighty couture week was a clever strategic decision: with all the editors in town, a valuable audience was guaranteed to attend. The cult label’s grand performance might surprise a few, but it actually underscores the growing trend of designers relying on music figures to embolden their brand. Just last week, hot up-and-comer Azealia Banks unleashed a new track at Thierry Mugler’s Spring 2012 menswear show; rumor has it that Lady Gaga’s creative director Nicola Formichetti, who also directs Mugler, has found his new muse in the rapper/singer.
Watch Grace, Chaka and their diva accomplices perform “We Are Family” at Etam’s show below: