Etro

Oct 2024

For the 2024 ad campaign for the Etro Vela bag, creative director Marco De Vincenzo orchestrates a masterclass in textures, grounding the luxury fashion house’s latest accessory in a world of refined, autumnal tactility. Captured through the lens of photographer Giampaolo Sgura, the campaign leans into a sophisticated editorial aesthetic that blurs the line between product still life and lifestyle portraiture. Across the series, the Vela bag—defined by its structured silhouette and signature gold-toned hardware—is consistently juxtaposed against rich, organic elements like trailing wheat, deep red amaranth, and vintage books. Model Edie Campbell anchors the lifestyle shots, bringing an effortless, contemplative energy that complements the ornate, paisley-inspired patterns typical of the Etro heritage. The imagery utilizes soft, natural light to elevate the artisanal quality of the woven leather, while studio strobe techniques in select compositions ensure the metallic medallion charm remains a crisp, luminous focal point. By surrounding the bags with miniature gourds, hydrangeas, and velvet furnishings, the campaign frames the Vela not just as a fashion item, but as a centerpiece of a curated, atmospheric narrative. This project successfully positions the Vela bag within a luxurious, seasonal context, blending editorial minimalism with an organic warmth that feels both timeless and distinctly contemporary within the high-end bags and accessories market.

Editorial

Natural light

Bags & Accessories, Fashion