This is your sign to go watch the j’étam show 2025
- October 26, 2025
- Doing
Etam Live Show
J'ÉTAM Live Show 2025
A Love Letter to Love
One random YouTube scroll later, I found the J'ÉTAM Live Show 2025 — and fifteen minutes in, I was completely obsessed. If you haven't watched it yet, take this as your sign. The link's below. You're welcome.
The show took place on September 30th at 9:00 PM (Paris time), inside the Palais Brongniart — a neoclassical monument in the heart of Paris turned dreamscape — and honestly, it's the most Paris thing you'll ever see. It marked the 18th edition of Etam's iconic annual lingerie and music spectacle, known for blending high fashion, live performance, and empowering themes of femininity and self-expression.
This year's edition was titled "J'ÉTAM", a play on words combining Je t'aime ("I love you") and the brand's name. The theme celebrated love in every form — romantic, self, and the kind that radiates confidence — with an emphasis on modern sensuality and diversity. Olivier Leone (from Pragma Agency) designed it as a love letter to love itself, with artistic choreography by Erik Christianson and partnerships with L'Oréal Professionnel for hair and MAC Cosmetics for makeup.
Watch the Full Show
Four Acts, Four Moods
Act I: The Black Line
The "Black Line" opens the show — pure Parisian seduction, lace embroidery, and mystery, with Miki performing Échec et Mat. It was all black lace and attitude.
Act II: The Brat Green Line
The "Brat Green Line" followed — bold, electric, and rebellious, soundtracked by Théodora's Fashion Designa and PartyOf2's Just Dance 2. The energy was loud and glossy: neon green and metallic trims. It felt like a collision between runway polish and nightlife chaos — playful, confident, impossible to ignore.
Act III: The Deep & Nude Line
Then the "Deep & Nude Line" softened everything, with Artemas performing I Like the Way You Kiss Me. The palette melted into skin — tan, rose, and beige tones layered in illusion tulle and barely-there lace. Each look moved like air: delicate, intimate, and stripped back to the essentials.
Act IV: Gold Touch & Opulence
Finally, the "Gold Touch & Opulence" act closed the show with Ravyn Lenae singing Love Me Not. It was a golden dream — champagne tones, sculptural corsets, and jewelry-inspired finishes. Everything shimmered: radiant, regal, and alive.
Fronting the campaign was Irina Shayk, but Constance Jablonski had the moment — opening the runway while pregnant, radiating strength and grace. Alongside her: Lorena Rae, Frida Aasen, Nami Isackson, Lea Elui, Jade Cholette, and more — a mix of icons, muses, and digital-era beauty that perfectly captured the show's theme of inclusivity and individuality.
What makes the J'ÉTAM Live Show 2025 so good is how cohesive it feels. In just 21 minutes, it manages to say everything: love is confidence, sensuality is joy, and lingerie is just another language for self-expression.
The Soundtrack
What makes the J'ÉTAM Live Show 2025 so good is how cohesive it feels. In just 21 minutes, it manages to say everything: love is confidence, sensuality is joy, and lingerie is just another language for self-expression. The message was clear: "To love oneself is the starting point of every revolution of style."
