Etro Launches The Vela Bag With Sultry Campaign
With only two collections under his belt as the newly appointed creative director of Etro, Marco De Vincenzo has kicked his rebrand of the Italian heritage house into overdrive. His debut collection for S/S 23 was followed by an ambitious five part multimedia campaign dubbed Eden of Etropia, which including revamped retail spaces and global pop-ups. The creative director’s marketing mastery continues with a sultry campaign dedicated to his first It-bag for the brand; the Vela bag.
First introduced as part of Vincenzo’s debut collection, the Vela bag is defined by its sharp silhouette and dynamic contours. Looking at the nautical world, the distinct V-shaped closure was inspired by sails. Crafted from premium calfskin in an array of colours, the versatile design is fitted with a double detachable shoulder strap so it can be worn on the shoulder or cross-body. The sleek design keeps adornment minimal with a chain and double-faced medalion. Created using the same technique used to mint coins, the medal is engraved with the Etro logo on one side and the brand’s Pegasus mascot on the other.
Taking a 'sex sells' approach, the campaign stars none other than Bianca Balti. The Italian supermodel is covered in nothing more than her signature sleek locks and the sharp corners of the Vela. Rising to prominence in the early aughts, Balti's glamorous allure has landed her on the covers of Vogue, Harper's Bazaar and W Magazine along with campaigns for Christian Dior, Missoni and Thierry Mugler. The sleek campaign shows a more restrained side to Vincenzo's rebrand with his first campaign for S/S 23 being a highly saturated fantasy inspired by the paintings of the Pre-Raphaelites. If there is one thing that links Vincenzo and the Vela it's versatility.