An prêt-a-porter and haute couture textile company in founded 1968. Maintaining a traditional quality through pattern, adding a contemporary twist through daring colors and innovative combinations.
Gerolamo “Gimmo” Etro, a world traveler educated in economics, establishes his own prêt-a-porter and haute couture textile company in 1968. Maintaining a traditional quality through pattern,he adds a contemporary twist through daring colors and innovative combinations.
The Milanese Etro Headquarters, located on Via Spartaco, were renovated completely in order to provide much needed space for the rapidly expanding design team. The in-house library begins to take form as well, archiving rare books and textile art around 1974.
The Paisley jacquard coated fabric becomes the signature of the brand in 1984 transforming handbags, suitcases and overnight bags in to the ultimate style statement.
The Home Collection was launched in 1984, featuring everything from quilts to photo frames. An elegant, cosmopolitan range: perfect for transforming a house in to a home.
Later Etro Man and Woman pret-a-porter range was expand, and the Milanese flagship store on Via Montenapoleone is created to reflect the changing brand.
And also the Fragrances Collection was launched, complimenting the existing product ranges in style. The Milanese boutique on Via Verri began to display the first few essences: a traditional concept with a modern twist.More to the expansion of the boutique was opened in pairs on Rue Du Faubourg Saint Honoré: a beautiful characteristically French boutique located in the heart of a nineteenth century quarter.
Etro then begin to explore the concept of New Tradition in 2000: an idea that has drawn together subsequent collections. The brand hosted its first catwalk show at Milan Fashion Week.Later after they expanded their flagship store in New York city which reflects as : a classically American that spans across five units.
After the Flagship store in United States, Etro went to Asia.The fashionable Ginza neighborhood in Tokyo becomes the location for the first Japanese flagship store: the interior soon becomes a homage to the Made in Italy movement.
Etro Man Autumn Winter 03-04 fashion show makes a statement in concept design: guests were invited to watch the show aboard three vintage train carriages created by Etro as they traveled through Milan together.
The company celebrates its 40th anniversary with a party in Tokyo which was initially called the Etro Circus.
More to the expansion ETRO continues with another boutique opened on Old Bond street in London.
Etro began selling its clothing online in addition to in retail stores in 2013, a monograph on the company’s history entitled Etro was published by Rizzoli publishing house in later 2014. Inauguration of ETRO’s conceptual store Vicolo Fiori dedicated to home, accessories and furnishing textiles in Milan at Brera.
An initiative developed by Etro was the Inauguration of The Circle of Poets, which involves bringing together an association of ‘Poets’ engaged in a dialogue between art and fashion.
Season of musings on dystonia, she sent out a lineup of intensely patterned, tony comfort clothes. The range never turned clinical as Etro invoked an amalgam of references, ticking off Art Deco, Memphis, arts-and-crafts, the “wild western land of endless horizons” (or maybe Patagonia or Peru), “handmade earthiness and rigorous post-modernism.” If you studied the array of optics in play, you could pull out allusions to each, none literal, all zesty, with the prevailing mood a non-specific American Southwest vibe with a touch of boho.
Etro is identified primarily with Gimmo, the founder, however the company is managed by his four children. Kean Etro is the creative director of the Etro Man collections,often inspired by his travels and antique book collection. He also designed his first menswear collection in 90’s, and in 1996 he produced a fashion show focused on the concept of “New Tradition”. Veronica Etro is the creative director of the Etro Woman collections. Jacopo Etro has been working for the family business since 1982, eventually becoming the Creative Director of the Etro Accessories, Leather, Home and Textile collections, as well as Head of Communication Department. Ippolito Etro joined the company in 1991, overseeing the Administration Department ,And now he as been promoted to General Director of the company.
Story behind the Etro Motif
Etro was founded in 1968 by Gimmo as a textile design company.The main stylistic driver for Etro over its first decades was the paisley pattern, and variations on this theme whic derived,
while on the trip to India made by Etro executives, the furnishing textiles line made its debut in 1981. The “swirling” paisley design found on this trip is now “synonymous” with the label, the company began producing Leather goods in 1984 crafted from Paisley Jacquard fabrics
Etro is synonymous of style. It is a lifestyle based upon quality and sophistication, not only in terms of design, but also regarding materials and production techniques. This universe of elegance derives from Gimmo Etro’s innate passion for travel and history, which has now become the leitmotif of all the lines of the fashion maison.
Gimmo’s profound love of culture and beauty,
Gave the Paisley motif its first appearence in the Etro collection back in 1981. It was not only a masterpiece of the production, but it also became a symbol of the Etro brand, and would remain so for years to come. The fashion fabrics line joined by the men’s and women’s accessory collections that always expressed ideas through fine materials and original decorations. The leather goods line was the paisley jacquard fabric treated with a special plasticization technique became a status symbol of the chic Eighties. The Nineties marked Etro’s debut in the pret-a-porter fashion world. Style and research focused on men’s and women’s collections, revealing extraordinary craftsmanship combined with an original, creative choice in materials and tailoring solutions. The “New Tradition” was born, and would become one of the strongest, most unique concepts of the brand.
Dazzlingly printed separates constructed with lustrous fabrics and cast in offbeat color combination.
Etro launched its new line Home Interiors: the unique furnishing collection – a natural continuation of Etro fashion, sharing both its style and values in 1985. A linear and elegant furnishing collection in which exceptional materials are combined with the brand’s iconic fabrics, created exclusively for this line. The collection features an iconic piece, the Babel armchair, inspired by travels both near and far in which the power of symbolic language is expressed through the masterful use of fabrics and of the brand’s quintessential pattern, Paisley. The Babel seat has a shape reminiscent of that of a foldable travel chair: Thus, the voyage themed essence of the collection is enriched by a touch of irony, the tale of travel emphasized by the symbolic presence of a suitcase, a trusted companion to the distant lands so dear to the brand.
The home and the accessories that make it an elegant ambiance were the objectives in Etro’s creative and production development. The home accessories line dressed homes with incomparable, striking style.
Etro launched the new Home Interiors line, in collaboration with the Jumbo Group, which was presented at the Salone Del Mobile in Milan : an unprecedented collection of furnishings, the natural extension of Etro fashion, expressing its values and stylistic codes.
Four different narratives tell the collection of furniture with a linear and elegant design, combining high-quality materials with the famous iconic fabrics of the maison, made exclusively for this line.
The collection of armchairs, sofas, chaise lounges, consoles, bookcases, tables for the living area; tables, chairs, sideboards and sideboards for the dining area; beds, bedside tables, dressing table and dresser for the bedroom area; are all characterized by the unmistakable style of the brand, always synonymous with refinement, creativity and sense of color.
The collection presents an iconic piece, the Babel armchair , inserted within the theme “History Nomad” , inspired by the suggestions of distant travels and destinations, India and Western Asia, where the power of symbolic language is expressed in the skilful use of fabrics and of the iconic motif of the fashion house, the Paisley.
The line that mixes contemporary design pieces with traditional Etro textile classics is the perfect expression of the concept of“New Tradition” , which brings together classicism, creativity and experimentation. With the Home Interiors line, Etro’s lifestyle proposal is completed by giving the house a unique and refined style.