"Eden of Etropìa": Etro's campaign takes us on a poetic and surreal journey
Anyone who looks at Etro's new campaign is being taken into another world: a forbidden apple, temptation and love - combined with fashion that is true to Etro's DNA.
Creative Director Marco De Vincenzo was inspired by the paintings of the Pre-Raphaelites for the campaign. Their style was characterised by bright, intense colours, romantic references to nature, mystification and often biblical themes. Etro has taken up some of these aspects and reinterpreted them in a special way.
Models become nymphs, fairies or tightrope walkers, large walls and staircases represent a surreal labyrinth and vibrant colours delight the viewer's eyes. The pictures tell a poetic story that takes place in a modern and wondrous Garden of Eden. The centerpiece of the production is a bitten apple, a reference to the biblical apple and at the same time a symbol and allegory for seduction, temptation and love. Whoever watches the photographs gets the feeling of gaining access to a forbidden, mysterious and at the same time unreal world. The apparent reality merges with a large portion of surreality.
Also the garments themselves reflect this imaginative dream world. Some of the cuts of trousers and tops are trendy, downright casual in parts, but do not come without the patterns and all-over prints that are significant for Etro. In this case, it is flowers, fruits and birds that adorn the fabrics as prints or embroideries. On one hand, this pays homage to the heritage and tradition of the Italian fashion house, but on the other hand, it also celebrates the "Made in Italy" and the art of textile production.
