Lingerie publicity stunt stuns museum

Jan 13, 2012, 13:11 IST | Agencies
Staff and visitors at Musee d'Orsay in Paris left speechless after models of renowned lingerie store film video of new underwear line in the gallery

It's one of the world's great art galleries, best known for its extensive collection of impressionist masterpieces.
On display at the Musee d'Orsay in Paris, France, are works by painters such as Monet, Manet, Degas, Renoir, C �zanne, Gauguin and Van Gogh.

Click here for video

Stripping off: A video grab of the cheeky trio removing their jackets
and giggling as they walk nervously around the Musee d'Orsay, catching
everyone's eyes

Also on display -- thanks to French chain Etam -- were three scantily-clad woman who paraded round the gallery without asking.

Officials at the d'Orsay, set in a converted Beaux Arts railway station, were not amused by the publicity stunt -- saying it was not the impression they want an art gallery to give.

Giggling beauties
In the video, the models shuck fur coats after entering the museum and then walk around in Etam lingerie and stiletto heels until they are escorted out by security guards, it was reported.

They can be heard giggling nervously as museum-goers react in shock.

The Musee d'Orsay directors were not informed of the promotional video.

The museum has released a statement saying the filming was "a serious infringement of the Orsay's rights and
the rights of others".

The museum's director said its lawyers are making a formal complaint to Etam.

"I'm responsible for filming and such a shoot would never have been accepted.

It's unthinkable," Amelie Hardivillier said. Guy Cogeval, the museum's director, demanded Etam remove the video from its website.

Second time around
But it has already gone viral, and can be found on YouTube.

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.

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