End Of An Era. Etro Men’s SS23 + Resort 2023

It’s end of an era at Etro: with a new creative director appointed, the Italian brand is departing from its family roots. Marco De Vincenzo is taking the lead, and will show his first collection in September. Veronica Etro and Kean Etro waved a good-bye with their last collections: women’s resort and men’s spring-summer 2023. These two line-ups were quintessentially Etro, at its best. For menswear, Kean Etro delights in layering multiple references with the ease that comes not only from experience but from true cultural curiosity. His love of literature and poetry are just some of his many interests, and this season, instead of invitations, he had actors phone each of the show’s hundreds of guests to recite a dedicated poem to each one. It was a gesture of exquisite sensitivity. “Poetry and utopia go hand in hand,” he said backstage before the show. “In its etymology, poetry simply means making, composing. I wanted to give value to the idea of creating, which shouldn’t be separated from utopia.” Quoting Oscar Wilde, he added “there’s no progress in society without utopia.” Following circadian rhythms, looks were presented in circular chromatic cadence, from morning whites through sun-at-the-zenith brights to velvety darks dotted with starry figments. Archetypal in shape – kimonos, kaftans, djellabas, wrap jackets closed by obis 0 it was elevated by what the designer called “a florilegium,” that is a plethora of sparse floral images delicately overprinted with the number 432 Hertz. “It’s the number indicating the frequency of the universe’s good vibration,” said Kean. “It’s the frequency of beauty. It’s like when you charge crystals or bio-dynamic particles with energy – I’ve used it to somehow energize the garments.” The energy-charging ritual may have worked: there was a lively feeling to the collection that propelled it forward, despite the stifling heatwave which made the air feel unnaturally still. Billowy see-through chiffon kaftans and elongated shirts and kimonos in liquid satin were worn open to reveal nude skin, as well as boxing shorts exposing bare legs. The body was perceived through mesh textures, broderie Anglaise inserts, and impalpable silks and linens. The breezy, cultivated Bohemian feel which is the Etro siblings’ signature looked vital and delicate in equal measure.

Meanwhile, for resort 2023, Veronica focused on the classic summer-version of the brand. The label’s staples – the glamorous caftan, the dressing gown duster, the flowy dress – were given a fresh interpretation. The paisley motif was blown up into a vibrant abstract rendition, printed on a long chiffon dress with butterfly sleeves, or onto a masculine bermuda suit, or again on a tight body-con number with an asymmetrical ruffled hem. Punctuating the collection with an artisanal feel, a series of crocheted pieces including an elongated mesh cardi, a handknit knotted-fringed miniskirt, and a show stopping robe/poncho exuded the haute hippy vibe that is trademark Etro. Its free spirited attitude will surely transition into Etro’s new direction.

Collage by Edward Kanarecki.


Men’s – Wild ‘N Preppy. Etro AW22

Kean Etro‘s autumn-winter 2022 collection is to die for! The Etro offering for men delivered rushes of wildness and preppy, a combination that isn’t that easy to pull off. Royal velvets meet knitted sweaters with tearings; shearling jackets with folklorish embroideries styled with slightly scruffy, vintage-y denim pants; wolf motif layered over the brand’s signature paisley pattern. This is certainly a wardrobe for lovers of eclectic dandy-ness with a hedonistic twist. I wonder if Etro had Luke Edward Hall‘s style on his moodboard, because I definitely see him wearing most of these outfits. The collection orbited around the idea of contrasts. We’ve got a cool, solid PVC coat in purple, and the other moment a billow-y, romantic, chest-revealing silk blouse in mustard. This is one of those collections that are both desirable and filled with styling tips ready to be implemented into a guy’s autumn wardrobe.

Collage by Edward Kanarecki.

Free Spirit. Etro Pre-Fall 2022

When you think of Etro, you’ve got an instant image in your head: a boheme free-spirit, wearing layers of paisley-printed chiffon and embroidered suede. She’s a global citizen, but as well quintessentially Italian. Looking at the pre-fall 2022 collection, which oozes with that distinct Etro DNA, the brand’s new investor (LVMH-backed private equity giant L Catterton) is certainly into embracing what the brand stands for. On the creative side, Veronica Etro and brother Kean seem to be energized by the change, working together on updating collections with a younger, gender fluid flavor – a move which has recently led to artistic collaborations with unconventional talents, like the Italian rock band Måneskin and British designer Harris Reed. “It’s about constantly elaborating and expanding our lexicon of wanderlust and bohemia with newness and a fresh ésprit,” Veronica summed up. To boost visual appeal of the signature Etro prints, the designers gave them a lighter spin, making the motifs more rarefied and luminous, “almost if they were floating on a white background”. Oversized intarsia’d and crocheted knitwear was proposed in lieu of outerwear; ponchos, capes and blankets featured in abundance; and piuminos were knitted and textural, quilted with pretty floral-printed linings. Languid loungewear-inspired robes, loose-fitting pajama suits, chic caftan dresses, and kimono jackets were offered in sumptuous printed velvet or elaborate jacquards with a silver sheen. The Etro client – both the one that shopped there 30 years ago and the one that is just starting to invest in a timeless wardrobe – will be happy.

Collage by Edward Kanarecki.