Etam: Paris’ Musse D’Orsay threaten legal action over lingerie publicity stunt

The museum is threatening legal action after French lingerie company Etam sent three models to take off their clothes and model their underwear in the impressionist art gallery for an ad.

In the video, which has gone viral, the models walk into the gallery in coats and stilettos. They then take off their coats so they are only wearing lingerie. The girls nervously walk up and down the gallery before running out of the museum.

The Musee d’Orsay was not informed about the publicity stunt and filming inside the museum is strictly prohibited without permission. In a statement the museum said that the filming was “a serious infringement of the Orsay’s rights and the rights of others.”

The director of the museum, Guy Cogeval, has threatened legal action against Etam if the video is not removed from its website.

This is not the first time Etam has sent underwear models to a Parisian landmark to promote collections. In previous videos the same models in underwear skate at the Eiffel Tower’s ice rink and go through security at Charles de Gaulle airport.

 

Love Niamh x

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