“AND now, tell me and tell me the truth. Where have you been wandering, and in what countries have you travelled? Tell us about the people themselves,” recounts The Odyssey Book VIII, written by ancient author and critic Homer.
Etro presents the new AW24 advertising campaign inspired by the atmospheric settings of Homeric legends. The visuals evoke the ancient tradition of Greek theatre in a unique sequence of tableaux vivants set against the ethereal and solemn backdrop of the Messina Strait, the hometown of creative director Marco De Vincenzo.
In a dreamy realm somewhere between reality and fantasy, Etro’s wandering navigators appear on a boat that drifts into the small port of Capo Peloro, a fishing village located on the northernmost tip of the island.
Surrounded by breakwaters, clear waters, and rock formations, they find themselves in an unknown land that, in De Vincenzo’s words, reminds us that “discovery is a journey without a map, where chance decides, and chance encounters become decisive”.
Etro’s timeless elegance writes the pages of a modern myth where beauty embraces art and the classic is constantly reinvented in the present. In this magical and enchanting mise-en-scene, the search for the elsewhere is reflected in an aesthetic vision rich in colours and contrasts, with fluid lines, enveloping knits, and dense and protective fabrics enriched with shiny foils, jacquard patterns, and Paisley designs.
by Chidozie Obasi