Etro

Etro is an Italian fashion house founded in Milan in 1968 by Gerolamo 'Gimmo' Etro. Originally a textile firm, the company established its reputation through exceptional prints and the 1981 introduction of the paisley motif, which became the brand’s enduring global signature. Over several decades, the family-led house expanded into a lifestyle brand encompassing ready-to-wear, accessories, home collections, and fragrances, all rooted in an appreciation for travel and culture. In 2021, L Catterton acquired a majority stake, leading to the 2022 appointment of Marco De Vincenzo as creative director.

The label works across ready-to-wear, accessories, and fragrances. Recurring signatures include prints. The house is part of L Catterton (60% stake). The house occupies a unique position in the luxury landscape, representing a refined, bohemian maximalism that balances Italian craftsmanship with a nomadic spirit. This transition marks a new era for the brand, seeking to recontextualise its heritage of complex prints for a contemporary audience while maintaining its operational base in Milan.

A nomadic spirit and the celebration of the paisley motif serve as the primary creative drivers of the house, where print is treated as a foundational element rather than a secondary ornament. The design language is built on a rich tapestry of global influences, merging diverse cultural references with the rigour of Italian tailoring. Design decisions are frequently guided by the tactile and visual properties of signature textiles, including jacquards, silks, and wools.

Formal decisions are characterised by fluid silhouettes, rich layering, and a vibrant, eclectic use of colour. There is a recurring tension between the house’s bohemian roots and a newer, more structured approach to contemporary luxury. The work often features intricate embroidery and unexpected material pairings, reflecting a vision of fashion that is both historically aware and conceptually expansive. By prioritising the narrative potential of the print and the sensory quality of the fabric, the house creates clothing that feels like a travel-worn archive.