Etro Summer 2024 Campaign Shot by Raffaele Cerulo | L Catterton Etro Capitalization Update
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'Radical Etro' Reborn Fall Winter 2023 Campaign Lensed in Scotland by Zhong Lin
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Etro reveals its Fall Winter 2023 Men and Women’s Advertising Campaign shot 1700 miles north of Italy in Inverness, Scotland. Etro’s Creative Director Marco De Vincenzo creates a dreamlike vision that is softly romantic and soothing — but also environmentally-aware in a humanist sense.
Featuring Argentina-Belgium model Nathaniël Ortiz and Israeli Sun Mizrahi, they are at one with nature and specifically water. The mood is one of great serenity and we can hear the soft ripples of the water — but there is also a disruptive undercurrent in both the images and the film.
Stellar photographer Zhong Lin [IG] is known for creating images that are both dreamy and simultaneously unsettling. Her January 2022 fashion story for Vogue Taiwan called ‘Heat Wave’ remains one of AOC’s most read and shared stories.
For the Fall 2023 collection Marco De Vincenzo worked diligently to mine and better understand the irreplaceable Etro archives. He is digging deep until he’s satisfied that he understands the very roots of the Etro vision.
In today’s world, such a search becomes a Radical Vision and the Fall Campaign is called ‘Radical Etro’.
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Etro Launches 'Vela' Handbag in Campaign with Bianca Balti by Davit Giorgadze
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Italian brand Etro announces the debut of new creative director Marco de Vincenzo’s first bag for the brand. Called the ‘Vela’, the handbag is inspired by the “nautical world.”
Top model Bianca Balti stars in the campaign lensed by Davit Giorgadze [IG]./ Hair by Jawara; makeup by Georgi Sandev
The ‘Vela,’ has been developed with a sharp, defined silhouette and contours to "cut through the wind like a sail.” Boasting a V-shaped closure and flexible zipper, the bag features an engraved Etro logo on one side of its chain, and Pegasus adorning the other. The pull was designed using the same technique utilized to mint coins.
Read MoreEtro's Kean and Veronica Etro Say Goodbye in Henrik Purienne Fall 2022 Campaign
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Where Heritage Is Proud, Celebrate It
The Fall 2022 campaign with models Mica Arganaraz and Sam Mallos, shot by photographer Henrik Purienne in Palm Springs, CA was described by the Etro family creatives as “our road to nowhere towards faraway worlds, sun-drenched as far as the eye can see, strong in the nomadic and curious spirit that has always pushed us forward, because it is never the destination that counts, but the journey itself”.
There’s a rich taspestry of Italian DNA roots at play in Etro in this moment, even if the brand is now majority-owned by LVMH-backed L Catterton. So goodbye to the Etro family and hello to Marco de Vincenzo.
Given the times we are living in and the storied history of the Etro brand, including the legendary timing of its birth [and a quick Google search] give that brand DNA a big hug. Note that I’ve also learned that brands have made conscious efforts to wipe Google clean of certain aspects of their history.
But you, dearest Etro with your magic-carpet ride, global-nomad, people-loving history, you have riches in 2022. Honor them, because you look good to go, Etro.
Read MoreMario Sorrenti Flashes Etro Spring 2022 'Empire of Freedom' Campaign with Indira Scott
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Models and abundant talent takes the state in Etro’s Spring Summer 2022 ad campaign, titled ‘Empire of Freedom’. The reference for Veronica Etro’s spring 2022 collection was London’s Whirl-y-Gig club, launched in 1981 with ties to the Association of Humanistic Psychology. The purpose was to encourage love and peace with “anyone who enjoys dance as a means of self-expression”. VICE ran down the details in January 2016.
Enter Anna Francesca, Bomi Youn, Indira Scott, Lulu Tenney and Sculy Mejia and the the fashion vibe Vogue calls ‘pan-generational nostalgia’.
Read MoreHarris Reed x Etro Collab Achieves Perfect Alignment Magic Carpet Fashion Ride
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Designer Harris Reed of Harris Reed x Etro Collab via Etro IG.
All images courtesy of Etro.
A Star Is Born: Harris Reed
When the convo is focused on young, emerging, fashion designers, do not make an example of Harris Reed. Perhaps never in the future of fashion has a young designer woke on the day of his [her] first-ever runway show as the subject of a 5,000 word profile on said designer in The New Yorker.
On the morning of Harris Reed’s spring 2022 fashion show, the 25-year-old, 2020 graduate from Central Saint Martins, was living rent free in a perfectly-appointed studio suite at London’s Standard Hotel, a reward for his exceptional, creative status. Reed insists that the majority of this good fortune came in moments of serendipity, none more so than his chance meeting with celebrity stylist Harry Lambert. That encounter opened the perfectly-primed for Reed’s design-vision door to the world of Harry Styles. In the words of Vogue:
“The pop star’s 39 million followers kicked in, and just like that, a star was born. As his debut show demonstrated, Reed—who is the son of the Oscar-winning movie producer Nick Reed—thrives in the costume territory. He repurposed bridal and groom’s wear sourced from the British charity chain Oxfam into majestic hybrids of gowns and tuxedos, topping them off with enormous spherical headpieces that have become his trademark.”
Fast-forward now and who better for Harris Reed to collaborate with on a collection of genderless, sustainable, and colorful voluminous blouses than the house of Etro.
Harris Reed x Etro partnership
“When Harris Reed reached out to collaborate with us on this special project, I did not have doubts. Harris is a young and talented designer that conveys wonderful messages with his work and I was happy to have the chance to mix our textile research and archival fabrics with his innovative approach and taste. I also loved the idea of giving a new life to archival fabrics by transforming them into exclusive ‘one-of-a-kind’ creations,” said Veronica Etro, creative director at Etro Womenswear.
Veronica Etro and Harris Reed backstage at the spring 2022 Etro show in Milan Photo: Saskia Lawaks / Courtesy of Etro
House of Etro: Medici Mindset Meets Hippie Counter-Culture
Founded in 1968 by Gerolamo “Gimmo” Etro and his antiques dealer wife Roberta, the then textile company had amassed a collection of 300 antique shawls — a treasure that remains one of the largest private collections in the world today.
Etro was born in a global counter-culture moment, a configuration of now-aging minds capable of connecting well decades later with a human like Harris Reed. Gucci’s Alessandro Michele would easily have navigated the beards and long hair of the late ‘60s hippie movement.
The sexual revolution was in full bloom at the moment of Etro’s birth, and Yves Saint Laurent was hardly the only man to be found wearing a caftan. As some young people became global vagabonds, design inspo ran rampant in the streets and cafes. Young people were learning about different cultures — yes, defined by the colonial confinement of minds — but still with deep roots in ancient cultures like Mesopotamia, a region that includes parts of present-day Turkey, Syria, and Iraq, only men wore caftans and related flowing robes.
Young designers always fancy themselves inventing a new look, rather than circling back through history to reinvent, refresh, reintroduce in updated fashion styles for a new era. Harris Reed is no different in knowing when the moment is ‘right’ to plunge into what suddenly seems like a fresh and revolutionary new look and way of dressing.
Federico Sorrentino Captures Etro's Fall 2021 Manly Side for The Greatest Magazine
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Federico Sorrentino Captures Etro's Fall 2021 Manly Side for The Greatest Magazine AOC Fashion
Models Brian Whitby and DameLo are styled by Matteo Greco in this Etro fashion story, with art direction by Sara Ferraris. Photographer Federico Sorrentino [IG] is behind the lens for The Greatest Magazine #20, 10th Anniversary Issue Fall 2021.
60% of Etro Acquired by LVMH-Backed L Catterton | Etro Resort 2022 Collection
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60% of Etro Acquired by LVMH-Backed L Catterton | Etro Resort 2022 Collection AOC Fashion
Etro shares its Resort 2022 Lookbook, styled by Geraldine Saglio. Models Adit Priscilla, Ash Foo. Olivia Vinten and Rolf are lensed by Ferry van der Nat [IG] with creative direction by Macs Iotti./ Hair by Marco Braca; Luciano Chiarello
On Sunday, the Italian fashion company Etro made an announcement about its future.
ETRO FW 2020/21 "WE ARE ALL ONE" Campaign Lensed by Dario Catellani
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Portrayed on an essential background, nine human beings – founder Gimmo Etro together with Mariacarla Boscono, Fernando Cabral, Maty Fall Diba, Eva Herzigova, David Kammenos, Felice Nova Noordhoff, Parker Van Noord and the young Olivia – and twenty eight animal friends – including Mario the swan, Anita the snail, Anna and Adamo the ducklings, Camilla the lamb, Rino the toad and Gianni the peacock – convey the desire for a new era of mutual respect.
Read MoreCass Bird Captures Etro Spring 2020 #WeAreAllNomads New York Harbor Campaign
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