Company: Etro

Etro, an illustrious Italian luxury fashion brand, was established in 1968 by the visionary Gerolamo “Gimmo” Etro. Originally a textile design company, the brand’s designs were deeply inspired by Gimmo’s extensive collection of 300 antique shawls. Over the years, the paisley pattern emerged as a significant design element, becoming a defining motif closely associated with Etro’s identity. The company’s keen eye for unique aesthetics was further emphasized when they debuted a furnishing textiles line in 1981, inspired by a trip to India. As Etro evolved, it expanded its product range to include leather goods, home collections, and fragrances, each product bearing the brand’s distinctive touch.

Etro’s commitment to innovation and quality led to impressive growth, reporting $372 million in annual revenue by 2018. By 2021, the brand had a global presence, with 140 flagships in 58 countries and a newly opened subsidiary in Seoul, South Korea. A significant milestone in the company’s journey was marked in 2021 when L Catterton acquired a 60% stake in Etro. The following year, the brand welcomed a new era of creative leadership, appointing the renowned designer Marco De Vincenzo as the creative director for their women’s, men’s, and home collections.

In 2023, Marco de Vincenzo introduced his first collection as Etro’s creative director, marking an exciting shift in the brand’s design philosophy. De Vincenzo embraced the challenge of revealing Etro’s untapped potential, exploring a wider range of possibilities beyond the brand’s traditional aesthetics. His designs moved away from the iconic paisley pattern and boho aesthetics, leaning towards more structured and compact materials. His radical romanticism and bold visuals were beautifully expressed through new jacquard textures and decorative motifs. Despite the simplicity of shapes to cater to the mix-and-match preferences of younger audiences, every piece was crafted with exquisite detail, featuring embroideries, intarsia, and appliqués with a bold, theatrical appeal. Under de Vincenzo’s creative helm, the Etro brand continues to explore new horizons while staying true to its roots.