Since taking over as the lead designer at Etro in June 2022, Marco De Vincenzo has been transforming the image of the iconic Italian luxury brand through his visionary Etropìa project. With the launch of his first advertising campaign for spring-summer 2023, the designer is set to introduce a series of pop-ups and activations worldwide, all inspired by a fantastical and dreamlike world that draws upon the mythology of the apple – a symbol of wisdom, seduction, and immortality.
De Vincenzo’s imaginative vision for Etro’s new image centers around a fairy-tale theme, with a campaign that is sure to capture the imagination of fashion lovers everywhere. Through this new campaign, the designer is poised to establish Etro as a brand that embodies a sense of magic and wonder, while still remaining true to its roots in Italian luxury. Get ready to be transported into a world of enchantment, as Etro unveils its new image through the Etropìa project.
Marco De Vincenzo’s first women’s ready-to-wear collection, showcased in Milan last September, featured a playful accessory in the form of a forbidden fruit hanging from a golden chain. This same symbol of wisdom, seduction, and immortality takes center stage in the new technicolor installations that define the backdrop for multiple pop-ups and dedicated spaces in Etro boutiques and department stores worldwide, showcasing next summer’s collection until the end of July.
These immersive spaces, featuring giant apples, will be displayed in ten destinations, starting with Tokyo‘s Isetan store. The Metaverse pop-up, virtually recreated in partnership with Rev Worlds app, will be exclusive to the Japanese audience and located in the heart of Shinjuku district. Keep an eye out for these striking installations in Milan, Paris, New York, Osaka, Seoul, Busan, Beijing, Chengdu, Yokohama, and Singapore.
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