Etam Lingerie Show - skeletal models for lingerie?

[jessica06]

Is anyone familiar with the french lingerie brand Etam? I was watching their show and am dumbfounded. I don't want to bodyshame and there is nothing wrong with skinny girls, but some of these girls are downright skeletal. What is the point of using skeletal models to sell lingerie?

www.bellazon.com/main/uploads/monthly_2016_09/defile-etam-lingerie-automne-hiver-2015-2016-paris-look-28.jpg.3c1b67ee45746c2d50f58e31ef4e86f4.jpg

4.bp.blogspot.com/-Nstz4JW1QdM/VPt686UImPI/AAAAAAAAADw/yS17lhyV_FY/s1600/prick.jpg

e00-telva.uecdn.es/albumes/2015/03/05/etam-live-show-2015/917292436_extras_albumes_0.jpg

[SnuggyBuggy]

Some people are naturally slim or have broader bones to be fair. What I personally find frustrating when only skinny models get used is trying to imagine how the clothes would look on me as I'm short and even when my eating habits are better certainly not waif like. I think a lot of clothing is very unflattering on anyone not tall and thin.

[JMAngel1]

Is this the Etam from the 80s -God I loved Tammy Girl.
The models look completely normal for models.

[Igtg]

They’re tall and slim, like models.

[PaquitaVariation]

They’re not skeletal! They’re pretty close in body type to my ds’s friends who are all dancers, all of whom are healthy and strong. I think we’ve just become so unaccustomed to seeing young people at a healthy weight.

[Megan2018]

They are not skeletal, not even close!

[MyFamilyAndOtherAnimals1]

@Whattodotho no - those models would have an underweight bmi (I wouldn't be surprised if they were clinically severely underweight). I hope @ZaraW is right!

[Monty27]

I can't look

[Whattodotho]

I don't think they look skeletal. Just low body fat and slim. We are so used to seeing over weight people now.

[Monty27]

Etam was a cheap high street store when I was young. Have they reinvented themselves as a lingerie shop?

[ZaraW]

Some of those videos are from 2015. A quick Google from 2019 adverts shows ad campaign for healthy looking models.