Etro Revamps Retail With Wonderland of Etropia
As the fourth act in Marco De Vincenzo’s first campaign as Etro’s creative director he’s unveiled reimagined retail spaces and pop-ups in 10 cities around the world.
As the fourth act in Marco De Vincenzo’s first campaign as Etro’s creative director he’s unveiled reimagined retail spaces and pop-ups in 10 cities around the world.
When brands welcome a new creative director we expect them to reinterpret their archive and visual language. Well, Marco De Vincenzo is upping the ante with his four-part debut campaign as Etro’s creative director dubbed ‘Eden of Etropia’. Inspired by the biblical works of the Pre-Raphaelites, the designer’s dreamlike vision first laid out with his debut collection is now at the centre of retail spaces and pop-ups around the world. Playfully named ‘Wonderland of Etropia’, the Italian designer has restyled Etro shops around the world with surreal installations.
Etro stores in Asia, Europe and the USA will be transformed into fantastical spaces to serve as the perfect backdrop for De Vincenzo’s debut collection. The S/S 23 collection saw the designer explore Etro’s rich textile archive and reimagine it for modern wardrobes. This meant rompers, mini skirts and tube tops crafted from ornate textiles depicting flowers, fruits and birds. The show also debuted De Vincenzo’s first bag for the brand, the Love Trotter. Handmade in Italy from upcycled materials, the tote will be at the centre of the upcoming pop-ups with a limited drop of region exclusive designs.
The Wonderland of Etropia pop-up is open now at London's Old Bond Street location.
