Today’s Etro show will go down in fashion history as the very first physical show held in front of an actual audience after the pandemic-enforced lockdown. Staged in open air in the garden of Milan’s Four Seasons Hotel, it was joyfully welcomed by the 80 mask-clad, safe-distanced guests convened at breakfast time over cappuccinos.
“We’re live and alive!” Veronica and Kean Etro exclaimed at an impromptu press conference after the show. They worked together on both collections during quarantine, which fueled even more of a spirit of collaboration than usual. Only recently did they decide to present them with an actual show. “It’s an act of courage that comes from the heart,” enthused Kean. “We wanted to bring back life and energy to our city,” chimed Veronica.
Hard-hit by the pandemic, Milan’s Quadrilatero shopping district, usually busy with tourists, is slowly coming back to its former bustling self—the Four Seasons just opened a week ago. “We’re born optimists,” they said. “Giving in to doom and gloom—not an option. And we wanted to kind of break the circle of solitude.” Soulful music was played live, with a soundtrack paying homage to the late Ennio Morricone.
The collections were entirely produced in Italy, where artisans and entrepreneurs were eager to restart and resume operations after months of working remotely. It was a creative and productive joint effort. “The sense of community was touching,” said Veronica.
As an extended family, the Etros have always embraced inclusive values and individuality. The idea of traveling to far away destinations, which is at the core of their aesthetic, is intended more as a respectful exploration of different cultures than as wanderlust or pure escapism. Their ethos seems to resonate with what’s happening today in the world; the show’s casting reflected diversity, “as if guests of many different provenances were checking into the hotel, with their unique stories to tell and their wealth of memories and experience to share,” underlined Veronica. Each look was styled uniquely, tailored to its model’s personality.
Etro’s repertoire—the inventive jumble of archival patterns, the rich color palette, the bohemian attitude—was reworked into tightly edited offerings focused on daywear pieces. Masculine and feminine elements were playfully interchangeable, highlighting the creative dynamic between Veronica and Kean. A fresh-hued soft-tailored blazer was worn over a romantic mousseline dress, while a sensual animalier motif was printed all over a sporty tracksuit. The mood was light, easy, real. “Nobody wants complicated clothes right now,” they said.
Commitment to sustainability is a concern that the pandemic has only made more pressing. The Etros’ approach was to use responsibly sourced fabrics—yarns made from eucalyptus or from recycled plastic bottles. To reduce waste, upcycling archival textiles and vintage clothing also came into play. “We wanted to bring old fabrics back to life, giving them new longevity and purpose,” they said. “ For us, it’s not only about the final destination—it’s about the journey.”
