Etro

Jun 2023

The Spring 2023 ad campaign for the Etro Mini Vela bag masterfully leans into the juxtaposition of classic luxury and contemporary, avant-garde styling. Under the creative direction of Marco de Vincenzo, the project unfolds as a series of high-fashion editorial portraits that prioritize individual expression and vivid, saturated color palettes. Each image captures the sculptural essence of the Mini Vela bag, using studio strobe lighting to emphasize the interplay between the smooth, premium leather of the accessories and the tactile richness of the surrounding fabrics, which range from fuzzy knit vests to lush, dark velvet. The campaign avoids the traditional, sterile look of standard accessory advertising by embracing a bold aesthetic, featuring models with neon-colored hair, ornate headbands, and graphic makeup looks that mirror the energy of the collection. By utilizing a minimalist studio background, the execution forces the eye toward the interplay of textures and the intricate details of the gold-toned metallic hardware. Whether showcasing the bags in lime green, soft pink, or classic brown, the photography maintains a consistent editorial minimalist approach that elevates the accessory to an object of desire. This campaign successfully synthesizes commercial utility with artistic portraiture, creating a visual language that feels both personal and high-concept, defining the Mini Vela as a must-have piece for a generation that values unapologetic self-expression alongside heritage craftsmanship.

Lifestyle, Editorial

Studio strobe, Studio strobe

Bags & Accessories, Fashion, Fashion