Brigh and colorful prints, sturdy bohemian inspirations with cultural melting pot intentions and unique interest to weaving and additional authentic techniques the fashion Italian house Etro embodies all the above, also it includes a family members saga, an invitation to travel and to be eccentric.The quest began in 1968 when Giacomo Etro started his textile production business specializing in cashmere that he dyed in original and stylish colors.
Etro's high quality became speedily recognized and Giacomo traveled frequently to Asia to discover new color harmonies or original motifs.
The business was already performing nicely when the creation of the Paisley motif in 1981 (which had become the house's trademark), confirmed its success. That identical year, Giacomo Etro chose to expand his concept. He'd used his magnificent, elegant and original fabrics to build up prêt-a-porter using the same attention to perfection and emphasis on the material that for him was in the centre of the creation.
He rapidly developed a leather line and attempted new techniques in order to modernize the Paisley jacquard. He laminated it, and treated it in numerous techniques. Etro's headquarters are located in a magnificent Art Nouveau private mansion near to Prada's head offices. In the 1980s, Etro steadily flourished using the support from the country's stylish bohemians.
During the 1990s, nonetheless, the label underwent a revolution once they presented their collections throughout the fashion weeks. Taking orders for the men's series was Kean Etro, Giacomo's son (few years later, his sister, Veronica, a Saint Martins School graduate, took over the women's line). Kean pressed Etro into one more sphere, creating the label hip and fashionably desirable. Kean Etro, enthusiastic and dynamic, introduced vivid colors into the sometimes-dull men's wardrobes.
Each of his shows overwhelmed the critics along with the boutiques bought up his creations. The label now had a lot of fans within the United States. who regardless of the high luxury prices, ran to Bergdorf's to get the newest Etro pieces. The Kean/Veronica both worked superbly and succeeded in rendering Etro a label apart. They mixed past and present, art and fashion, and continued to honor the system established by their father - to consistently innovate. Veronica's eccentric silhouettes, striking and amazingly timely, continued to conquer the fashionistas.
For Kean, he's turned out to be a mastermind when it comes to adopt for any big part from the hip Manhattan males and the European uber-male. He's also dedicated lots of his time and cash as a way to develop, with a team of professionals, clothes adapted to men and women in wheelchairs and prioritized pairing together production and environment.
Giacomo's adoration for the exotic along with the aesthetic heritage of all of the men and women he met during his travels, continues to drive his children, so that their modernity in no way loses sight of the house's roots. Regardless of whether it's for prêt-a-porter or interior design lines, the colors and the motifs usually have a predominant importance.
Kean Etro is the veritable soul of the home. His brothers manage the business aspect and the sister brings a feminine touch, but he will be the one who motivates, who leads the label down unknown paths. He is a veritable modern Peter Pan who has fun playing with codes, colors and worlds, all the even though succeeding in imbuing his creations with his incredible positive vision of life.
Etro has become a renowned fashion house and its collections are sold on five continents within the most coveted boutiques. Whether it is accessories, perfumes, household linens as well as prêt-a-porter, everything emits an aura of this priceless luxury, freedom.
