Etro

Etro is an Italian luxury fashion house founded in 1968, which until 2022 was a family-owned company run by the founder's four children. Etro produces collections of men's and women's clothing, as well as other collections including accessories, fragrances, and home furnishings. The maison is famous for its paisley designs, which it began producing in 1981. Etro, whose name is primarily associated with the founder Gimmo, is now also led by his four children. Kean Etro was the creative director of the Men's collections, drawing inspiration from his travels and the various cultures he encountered. He joined the family business in 1986 as a computer expert. In 1990, he created his first men's collection and in 1996 he presented the Men's fashion show focusing on the concept of "New Tradition". Veronica Etro was the creative director of the Women's line, of which her first collection was presented in 1991. Jacopo Etro has worked in the family business since 1982 as director of the Accessories and Leather Goods, Home, and Fabrics collections. In 2010, he was elected as a counselor of the National Chamber of Italian Fashion as a delegate for the Italian textile sector. Ippolito Etro joined the company in 1991 as head of the administrative division and, after serving as General Manager for a period, assumed the role of strategic consultant. Kean Etro's men's collections have been presented over the years through conceptual fashion shows, such as the Fall-Winter 03 show where guests watched the show inside a vintage train that traveled through two stations in Milan. Paisley patterned items are the most iconic of the maison. Another characteristic item is the "cooked" shirt, dyed with mulberries or other ingredients to produce the desired effect. Veronica Etro's Spring-Summer 2016 women's collection, presented in Milan, was commented on by Angelo Flaccavento as a collection that "showed off the savoir-faire of her ateliers", focused on the theme of "ballet", and oriented towards a lighter direction compared to past seasons, for which "everything had a charming, undone quality that looked appealing and felt new." The New York Times described the collection as "an ode to turn-of-the-century femininity", emphasizing how dance played an important role during the fashion show. The maison also offers a collection of fragrances, which harks back to the concept of old perfumeries, as well as lines for personal care, travel accessories, leather goods, eyewear, footwear, jewelry, and homewear. In 2014, the first Etro Home store was inaugurated in Milan during the Salone del Mobile. In 2024, the Kids line debuted.