Etro

Dec 2024

For the Holiday 2024 ad campaign, Etro leans into the theatricality of a vintage performance space, creating an opulent world where high-fashion editorial sensibilities meet seasonal storytelling. Under the creative direction of Marco de Vincenzo and Macs Iotti, the campaign unfolds across a stage draped in deep emerald velvet, serving as a rich backdrop for the brand's signature paisley motifs and intricate floral patterns. The visuals are a masterful display of texture and color, capturing the tension between the classic, regal architecture of the setting and the contemporary silhouettes of the collection. The imagery frequently employs cinematic lighting—ranging from soft, directional studio strobes to warm, atmospheric natural light—to emphasize the tactile quality of velvet garments, ornate leather goods, and bespoke artisanal food packaging. Throughout the series, the narrative is anchored by a curated cast including models such as Luigi Bianco and Nick Rea, who inhabit the space with a sense of deliberate, performative grace. By integrating techniques like editorial minimalism and careful macro photography, the project elevates holiday gifting into a sophisticated art form. Whether focusing on the metallic sheen of a holiday tin or the dramatic drape of a floor-length kaftan, the campaign reads as an invitation into a refined, high-end dreamscape that honors Etro’s heritage while framing the season through an undeniably elegant, avant-garde lens.

Editorial, Editorial, Commercial, Commercial

Natural light, Natural light

Luxury Fashion Houses, Fashion, Fashion