The pattern-clad Italian mainstay wasn’t always the catwalk-ruling icon we know and love. Etro began its journey as a couture fabric producer, founded by Gerolamo ‘Gimmo’ Etro in Milan in 1968. Prestigious fabrics, innovative weaves and fibers, luxe embellishment and colorways marked the brand out as visionary and pathed the way for the company’s metamorphosis. With headquarters firmly situated in Milan, the 4 Etro children now manage the company, with Veronica Etro leading the helm as Creative Director for Etro’s womenswear collections.
Their first catwalk show on the Milanese schedule took place in 1996, and the bold bohemian style was quickly adopted by the jet-set, who loved the easy elegance of the designs and the luxe fabrications. The paisley motif instantly became the signature design choice, that has since been riffed on by the creative team.
Artisanal quality and heritage designs are melded with a relaxed silhouette and laid-back sensibility; the overall effect being one of international louche glamour. The brand has expanded to include menswear, homewares, fragrance and leather goods to offer the lover of patchwork, paisley and flamboyant prints a slice of maximalist joy.