Eden of Etropìa, is the advertising campaign for the debut collection of Marco De Vincenzo, Etro‘s new creative director. Looking to the paintings and portraits of the Pre-Raphaelites, Marco De Vincenzo expands his dreamlike and poetic vision by inventing a new paradise in which the apple, the iconic fruit of the collection and symbol of love, seduction and eternity, becomes the catalysing element of the narrative.
The images, shot in London by the Malaysian photographer Zhong Lin, represent the 3rd Act of Etropìa, an aesthetic narrative in several acts made up of the Manifesto (Act 1), the Master of Textiles show (Act 2) and the imminent launch of Wonderland of Etropìa (Act 4), a global project of retail and wholesale activations in ten different cities around the world, accompanied by maxi-installations outdoors in the hot-spots of the main urban centres.
In Etro’s contemporary Eden, tradition is used by Marco de Vincenzo as an instrument of research and evolution towards an eccentric and at the same time essential aesthetic, expressed in the play of micro and macro volumes, in the amplified prints, in the precious embroideries and in the unprecedented shape of the new Vela Bag. In a continuous confrontation between fantasy and reality, the garments of the new collection are enriched with flowers, fruits and birds that interweave the past and future of the maison, celebrating Made in Italy through the art of fabrics.
