Etro introduces their new advertising campaign ‘Eden of Etropìa,’ an immersive, multi-act dive into the heritage and traditions of the brand, and the first advertising project led by new creative director Marco De Vincenzo. ‘Eden of Etropìa’ is inspired by paintings and portraits of the Pre-Raphaelites, allowing Marco De Vincenzo to create a poetic, dreamlike universe that is centered around an apple, representing seduction, love, and infinity.

The first act is the ‘Manifesto,’ the second ‘Master of Textiles,’ represented with a fashion show. The third,  ‘Eden of Etropìa’  is an amalgamation of visuals shot by photographer Zhong Lin in London, and the upcoming fourth act is ‘Wonderland of Etropìa,’ making a global project reaching the retail and wholesale markets of 10 capitals around the world. Models are made-up to appear as nymphs, princesses, and sorceresses, surrounded by grand stairs and walls that create a paradox-like labyrinth. Marco De Vincenzo has created a fairytale, inventing a modern take on Eden, encouraging the illusion between fantasy and reality.