Gimmo Etro

Gerolamo 'Gimmo' Etro founded the Italian luxury house Etro in 1968, initially as a textile firm specializing in high-quality fabrics. A dedicated traveller and collector of antique textiles, art, and rare literature, he drew significant inspiration from his journeys to India. It was here that he discovered the Paisley motif, which he subsequently adopted as the brand’s signature emblem, transforming it into a global symbol of the house's identity.

Etro successfully evolved the business from a fabric supplier into a comprehensive lifestyle brand, now managed as a family dynasty by his four children. His legacy is rooted in the philosophy of 'New Tradition,' which seeks to honour historical cultural values through contemporary design. As a renowned connoisseur of craft, his influence persists in the brand’s emphasis on intellectual curiosity and the celebration of diverse textile traditions from across the globe.

The 'New Tradition' philosophy at Etro centers on the cultural and historical value of textiles as a means of universal storytelling. The Paisley motif serves as a core design signal, representing the 'tree of life' and a symbolic union between Eastern and Western aesthetic traditions. This motif is frequently reimagined through vibrant, rich tones and bold prints, creating an eclectic and nomadic sensibility. The work is defined by an intellectual engagement with world cultures, where textiles are treated as artifacts of history and identity.

Formal concerns include the preservation of complex artisanal weaving techniques and the exploration of diverse material textures. By merging a scholarly interest in rare travel literature and antique textiles with contemporary fashion, Etro created a design language that is both scholarly and sensory. His approach avoids the constraints of a single era, preferring a layered, archival-informed aesthetic that emphasizes curiosity and craftsmanship. The result is a consistent celebration of the textile as a primary site of creative expression and cultural continuity.