Being a lingerie model can be dangerous. Especially if you work for French label Etam, which keeps finding new ways to generate buzz by putting its models in harm’s way.
The label is in a heap of trouble after it sent three models wearing trenchcoats into Paris’s famed Musee d’Orsay (above) to perform an unauthorized striptease in front of amused art lovers, before getting chased out by security guards.
That episode followed two other recent ‘flash attacks’ on French landmarks by the scantily-clad trio: stripping down to their bright skivvies during a security check at Charles De Gaulle airport, and holding a chilly impromptu skate at the outdoor rink at the Eiffel Tower.
Those stunts (see videos below) were posted on Etam’s YouTube channel. However, the clandestine video of the museum stunt has disappeared from the Etam site after museum authorities threatened legal action. A spokesman for the Orsay said the museum wasn’t informed of the Etam stunt and called it “a serious infringement of the Orsay’s rights and the rights of others.”
The museum houses, among other things, a vast collection of Impressionist masterpieces and, ironically, is about to open a new exhibit featuring its catalog of Degas nudes (below).
Etam’s latest escapades are meant to promote the upcoming live webcast of its spring runway show, which happens on Jan. 23 at 9 p.m.
And it’s not the label’s first adventure in guerrilla marketing. This time last year, the sexy flashers drew lots of stares — and plenty of press — when Etam sent them into the wintry streets of Paris in January to talk to passersby about the spring collection and show (see it here on our list of the best lingerie videos of 2011).