intensità. Etro AW24

The first day of Milan Fashion Week was hard to watch: messy and silly-looking Diesel where the Y2k-mania starts to feel stale; Kim Jones’ Fendi that left you with no impression (a worst feeling a collection can give); lots of Prada knock-offs and a couple of emerging Italian designers that literally have no direction.

A light of hope was seen at Etro – metaphorically, as the venue was bathed in darkness. Marco De Vincenzo‘s vision for the Italian label is taking shape. Sometimes, designers really need time to find the right balance at a brand. The autumn-winter 2024 show had huge, slightly disquieting effigies of masks inspired by Greek tragedies placed in the middle of the runway. The collection was called Act. “It’s that in my role as Etro’s creative director, I feel torn between authorship and interpretation. It’s a constant struggle that sometimes takes an emotional toll, yet it’s deeply generative. The masks are a symbolic manifestation of this inner turmoil.” The co-ed collection had an almost somber undertone, as if De Vincenzo had tried to unearth a darker, unknown side of Etro, bringing the brand along on an unmapped journey of self-discovery. Colors were muted, progressing from sensuous earthy tones to the intriguing depths of pitch black – a first for Etro, a brand which is usually affiliated with chromatic exuberance. But De Vincenzo is keen to experiment, and he feels confident and mature enough to chart new paths. His penchant for quirk can be both disconcerting and surprisingly fresh. De Vincenzo’s take on the brand is also much more radical and unapologetic rather than romantic. Silhouettes were kept fluid and unstructured, yet draping and plays on asymmetries read as a bold statement, counterpointed by oversized tailoring that had presence and charisma. “I’ve felt the need to raise the bar,” said De Vincenzo. “I sense around me the desire for more intensity in fashion, for a creativity that doesn’t have to justify itself but can just be, that doesn’t seek perfection, but rather emotional expression.”