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current news

Etam’s Publicity Stunt Denounced by Museum


(Filed Under wholesale Lingerie News). French lingerie company Etam decided to promote their spring/summer collection by turning three underwear-clad models loose in Paris’ famed Musée d’Orsay, home to a extensive art collection and hundreds of visitors. But the staff of the Musée d’Orsay was not impressed by the models’ antics, and has hinted it may bring legal action against the lingerie group, which posted a video of the event on its website.

The video, which quickly went viral, shows three models in trench coats who enter the museum, strip down and strut through the halls of impressionist art before making a quick getaway. Musée d’Orsay administration released a statement saying that the video was filmed without any prior knowledge, posted without the institution’s consent and "constitutes a serious infringement of the Musée d’Orsay’s rights as well as the rights of third parties, and the museum cannot be held responsible for it."

Musée d’Orsay president Guy Cogeval has stated he plans to contact Etam personally and may take legal action unless the video is removed from the company’s website and all other digital platforms. The Etam Group was established in 1916 and operates over 4,400 retail outlets in 39 countries.

View the video below:


more wholesale Lingerie News >>

Published 01-17-2012 by Katherine Rautenberg

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Etam’s Publicity Stunt Denounced by Museum
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