Etro

Sep 2024

For the Etro Fall 2024 ad campaign, creative director Marco de Vincenzo orchestrates a visual narrative that finds beauty in the rugged intersection of luxury fashion and the raw, unvarnished landscapes of Sicily. Captured with a masterful eye by photographer Colin Dodgson, the project leans into a sophisticated editorial aesthetic that prioritizes tactile richness over mere artifice. Models Adele Aldighieri, Alex Consani, Elise Kouzou, and Nuno Marques inhabit a series of coastal settings, from weather-beaten rocky piers to the interior of rustic fishing boats, creating a compelling contrast between high-fashion tailoring and the untamed natural world. The campaign utilizes natural light to bathe the collection—replete with Etro’s signature intricate paisley motifs, heavy knits, and pinstriped suiting—in a soft, golden, and occasionally desaturated palette that feels both cinematic and grounded. With hair by Pierpaolo Lai and makeup by Luciano Chiarello, the portraits maintain an aura of composed, ethereal poise that underscores the house’s transition into a more atmospheric, lifestyle-oriented storytelling. By centering the collection against the backdrop of Messina, the imagery reads as an exploration of heritage and environment, proving that the most resonant commercial fashion photography is that which invites the viewer into a lived-in, layered, and deeply evocative world, elevating the garment through its seamless integration into the wild elements of the Mediterranean landscape.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion