Etro Celebrates its Milanese Roots

Etro, in the year of its Fiftieth anniversary, wants to celebrate Milan: its places, and its people. Every journey has a starting point, every story a beginning, every tree its seed.

The Spring Summer 2018 campaign, tells the tale of Etro’s origins and its connection with the city, where it all began: the historic shops, the flower shops at dusk, the bars of the past. The story of a two-day trip to Milan: two designers, two photographers, five models as they encounter with historical figures, regular people and the city’s treasured locales of yesterday, today and tomorrow.

This season, the Etro woman is cosmopolitan, able to wear light dresses with floral motifs printed on lurex, looks with soft, casual silhouettes, always paired with the iconic Rainbow Colours Bag. Paisley print, considered to be the graphic representation of the seed from which the ‘Tree of Life’ blooms, is reflected in the male wardrobe in its most varied facets, on embroidered bomber jackets as well as on tailored suits.

“Dive into Milan’s many stories, characters, portraits and places to discover our roots”

Photographers: Paolo Zerbini & Nadia Moro

Models: Giedrė Dukauskaitė, Callum Stoddart, Simon Martyn, Piero Mendez, Peter Finn, Jing Wen, and Sean Lok.

Locations: Milano. Bar Basso, Vivaio Riva, Barbiere Colla, Deposito ATM, ristorante e pasticceria da Giacomo, Casa d’aste Il Ponte, and Fercioni Tattoo Shop.