ETRO UNVEILS “WONDERLAND OF ETROPÌA”
ACT 4 OF MARCO DE VINCENZO’S CREATIVE VISION
Etro unveils the global project Wonderland of Etropìa – Act 4 of Etropìa, the debuting narrative of Marco De Vincenzo as creative director, infusing his poetic, oneiric and surreal vision into the Maison’s creative heritage and tradition.
Released in September, shortly before the SS23 Women’s Show, Act 1 was an aesthetic manifesto about the quest for freedom and individuality through colors. Act 2 kicked off on the catwalk, immediately after the Manifesto, with the main inspiration Master of Textiles.
Act 3 coincided with the launch of the new advertising campaign depicting an Eden of Etropìa inhabited by tightrope walkers, nymphs, magicians and princesses, lensed by photographer Zhong Lin.
Now Act 4, Wonderland of Etropìa, completes this series shaping a new paradise with giant apples that expand and replicate to invade different cities around the world as a symbol of love, seduction and eternity.
Wonderland of Etropìa is a dream in which utopia becomes reality: the impossible becomes possible and the iconic fruit of the new collection takes center stage with a global take-over from Japan to Europe, Korea, China and the United States.
Perspectives are turned upside down to transform nature into a fantastical backdrop for Etro garments and accessories, becoming a place of inspiration and conversation for new generations and global communities.
From 15 February until July, Etro’s giant apples will star in a series of pop-up and pop-in activations alongside the restyling of selected Etro boutiques worldwide.
Starting with the first launch in Isetan, Japan, Wonderland of Etropìa will land in 10 cities, supporting the arrival of the extra-size scenery with an integrated multi-channel campaign including digital platforms, social media and billboards, as well as outdoor apples placed in hot spots in major cities.
Selected locations will also release a limited edition of the upcycled Love Trotter Bag in a customized version created exclusively for that country. Each limited edition is characterized by the archival fabrics that have always defined and distinguished Etro as a Master of Textiles.
The multicolored motifs and patterns of deadstock fabrics are combined with logo handles made of recycled plastic, while the Pegasus embroidery lends a three-dimensional twist to this unique series as an homage to Etro’s history and sustainability.
The opening of the Isetan pop-up store will also land in the Metaverse with a virtual replica of the Shinjuku district, and of the department store, thanks to the partnership with the Rev Worlds App exclusively for Japanese audience, the Wonderland of Etropìa pop-up space will be recreated in the 3D dimension for an immersive gamification experience.