ETRO’s latest Fall/Winter 24-25 campaign draws inspiration from the narratives of Homeric legends, bringing classical storytelling into a contemporary setting. Titled “ETRO ACT,” the campaign draws from the evocative lines of The Odyssey, exploring themes of adventure and the quest for knowledge. “And now, tell me and tell me true. Where have you been wandering, and in what countries have you travelled? Tell us of the people themselves…” These words from Homer set the tone for a campaign that celebrates the spirit of exploration and the thrill of the unknown.
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The visuals are set against the striking scenery of the Messina Strait, the hometown of ETRO’s creative director Marco De Vincenzo, and evoke the atmosphere of ancient Greek theater through a series of tableaux vivants. These living images depict wandering travelers arriving at Capo Peloro, a small fishing village on the northern tip of Sicily. Surrounded by the natural beauty of clear waters, rocky formations, and protective breakwaters, ETRO’s navigators find themselves in a setting that feels both familiar and otherworldly.
In this creative vision, De Vincenzo weaves together elements of reality and imagination, illustrating the idea that “discovery is a journey without a map, where chance decides, and chance encounters become decisive.” The campaign pays homage not only to physical exploration but also to the emotional and intellectual journeys that shape our worldviews. The serene yet powerful imagery encourages viewers to embrace curiosity and the possibilities that come with venturing into unfamiliar territory.
The collection showcased in this campaign highlights ETRO’s ability to merge traditional craftsmanship with modern aesthetics. It features flowing silhouettes, comfortable knits, and substantial fabrics, accentuated with reflective foils, intricate jacquard patterns, and ETRO’s iconic Paisley designs. Each piece is a blend of heritage and modern design, transforming fashion into a medium for storytelling and cultural exploration. The vibrant color schemes and rich textures evoke a sense of myth and narrative, where clothing serves as a bridge between past and present.
Photographer Colin Dodgson captures this narrative beautifully, translating ETRO’s vision into a series of compelling images. Models Alex, Adele, Elise, Nuno, and Bilal embody the essence of these wandering figures, grounding the campaign’s mythical elements in human emotion and presence. Dodgson’s lens blends the clothing and landscape, creating a cohesive visual story that captivates the audience.
Founded by Gimmo Etro in 1968 as a textile company in Milan, ETRO has always stood out in the world of Italian fashion for its quality materials and distinctive patterns. The introduction of the Paisley motif by Gerolamo Etro in 1981 marked a defining moment for the brand, solidifying its place in fashion history. Today, ETRO continues to draw from its rich legacy while exploring new creative avenues. The Fall/Winter 24-25 campaign showcases this dynamic evolution, emphasizing the brand’s dedication to creating pieces that resonate with both tradition and contemporary style.
