About the brand
For over 40 years, Etro has been known as a house whose watchwords are quality, elegance and aesthetics. The expertise Made in Italy developed by the famous fashion house has a lot to do with it.
The exquisite and refined world of the fashion house is rooted in Gimmo Etro’s passion for travelling and history. These themes have become, over time, the leitmotif of each collection. His love for culture and beautiful things gave Gimmo Etro the desire to get into the world of textiles in 1968.
In 1981, Etro launched his range of soft furnishings. The Paisley pattern became the flagship of the first collection and a true symbol of the fashion House. The first collections of ready-to-wear for men and women were created in the 1990s. They were immediately distinguishable by their inventiveness and stylistic research in both the materials used and in the work accomplished.
The skilful use of prints and colours combined with extraordinary craftsmanship, their attention to detail and precise modern cuts have allowed the fashion House to become a must-have brand. Over the years, the Etro fashion house has brilliantly managed to combine creativity, innovation and traditional know-how. Etro calls it the "New Tradition", a key concept and a fundamental value of the group.
When we think Etro we think especially about Gimmo (short for Gerolamo), its founder, although the company is now run by his children Jacopo, Kean, Ippolito and Veronica. Each division of the company is run by a family member: Jacopo is responsible for the textile lines, house and collections of leather; Kean is the creative mind and the director of the men’s collections Ippolito, the third son, looks after the financial aspect of the company, and Veronica is in charge of the women’s collections.
Spring Summer 2014 Collection
For the Spring / Summer 2014 collection, Veronica Etro presents her vision of deconstructed elegance, where the simplicity of dressing oneself contrasts with the detail of the craftsmanship.
The collection is rooted in an undeniable ease. The boundary between formality and informality is foggy, allowing the emergence of a new relaxed attitude. The clothes are adorned with a rich layering of influences - exotic Indochina flowers from the pattern book of her grandmother - which creates depth and intrigue. Etro offers a unique combination of places and creates a journey that is layered with exotic vibes, femininity and luxury that literally shines with the optimism that we take on every summer.