Etro

Jan 2024

For the Etro Spring 2024 campaign, creative director Marco de Vincenzo and art director Silvia Badalotti orchestrate a visual narrative that masterfully blurs the boundary between luxury fashion and fine art. The campaign leans into a dreamlike, surreal aesthetic, utilizing a rich tapestry of botanical motifs, ornate paisley prints, and Mediterranean-inspired architectural backdrops to ground the collection in a sense of timeless elegance. Across the series, the imagery channels a painterly quality, where studio strobe lighting and soft natural light work in tandem to highlight the intricate textures of structured leather handbags and layered, complex textiles. The portraiture is particularly striking, often featuring symmetrical compositions against vibrant, moody murals or lush conservatory foliage that frame the models as subjects within a broader, illustrative environment. By incorporating whimsical elements like perched birds and levitation-style product shots, the campaign elevates the brand identity into a realm of high-end storytelling. This editorial approach, characterized by cinematic depth and meticulous attention to detail, transforms standard fashion portraiture into a cohesive, artistic exploration of heritage and nature. Every frame, whether capturing the fluid forms of a marble villa or the dark, intricate shadows of a botanical scene, reinforces Etro's commitment to sophisticated, pattern-driven design, resulting in a campaign that feels both grounded in craftsmanship and evocative of a surreal, stylized world.

Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion