Titled “Eden of Etropìa,” the campaign that Etro releases on Monday recreates a dreamy scenario at the intersection of fantasy and reality and evokes paintings and portraits of the Pre-Raphaelites, which De Vincenzo told WWD have inspired the campaign.
. They range from crop tops and denim separates to the roomy silhouettes of a black gown — all enriched with prints and embroideries of floral motifs, fruits and birds.While being the first developed under De Vincenzo, the campaign was conceived as the third act of his “Etropìa” visual journey, said the company.
Quickly following the release of the campaign, the fourth chapter of De Vincenzo’s vision will be “Wonderland of Etropìa,” which will a global push of activations, including retail and wholesale pop-ups that will land in 10 capitals around the world starting Wednesday. As well as appearing across digital platforms, social media and billboards, Etro will implement the campaign in a dedicated mural in Milan and will roll out maxi outdoor installations of scaled-up apples in cities including London, Paris and New York.From this week until July, giant apples will also feature in a series of pop-ups and pop-ins to appear in selected Etro boutiques worldwide and international department stores.
The fruit’s global takeover will kick off in Japan’s Isetan and across Europe, the U.S., South Korea and China.
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