M Diary #95: Etro, "Generation Paisley" exhibition celebrates 50 years of activity
Etro: new arrivals online
Etro was founded in 1968 by Gerolamo "Gimmo" Etro as a textile design company.
During a trip to India, Gerolamo discovered paisley motif, an ancient central Asian pattern based on the seed of the date palm “tree of life”, symbol of fertility and longevity. The pattern became the main stylistic driver for Etro over decades and still characterises the brand and its creations.
Since 1984 Etro’s style has found a wider expression reflecting the new tradition, due to the progressive inclusion of the family’s second generation into the company.
Today the company is run by Gerolamo’s four sons: Veronica and her brother Kean are the creative directors of womenswear and menswear collections, while Jacopo and Ippolito are respectively the creative director of textiles collection and the company’s strategic officer.
Etro was one of the first brands developing the concept of lifestyle in its entirety.
Its creations are inspired by travel and discoveries, with a unique folk mood. The result is a colourful interweaving of textures, places and cultures, creating sensational patterns and jacquards, enriched by refined chromatic combinations, symbols and ethnical prints.
The brand distinguishes itself for a sophisticated but cosmopolitan design and for the employment of high quality materials, processed using the most advanced techniques typical of the Italian tradition. The exceptional attention to quality is therefore combined with a continuous desire of creativity and experimentation.
Etro celebrates its first 50 years of activity through "Generation Paisley" exposition, opened to the public until October 14th 2018 at MUDEC museum in Milan.
The visitors will be guided through 5 uninterrupted rooms of wonders, overcoming boundaries, building an analogic and stylistic path comprised of 50 outfits. The walls will be covered in fantastic paintings, reflections and digital effects, while many items on display also belong to the personal collection of Etro’s family members.
For the occasion, the brand has also launched the new Etro50 capsule collection, which combines paisley motif and bright geometric shapes with the "Faithful to Love and Beauty" wording written in a psychedelic style.
Visit our online shop to discover our special selection of accessorises and apparel for him and for her!