ETRO Phygital Show – Men Fashion Week January 2021



#etro #digital #milanfashionweek
Etro is an Italian luxury brand that wants to be known for it’s well-made, unique and designer products but also as a family-owned business with entrepreneurial roots since 1968. The brand never fails to highlight its extensive foundation in textile design, making this a core aspect of their brand identity and market advantage.
Etro was founded in 1968 by Gerolamo “Gimmo” Etro as a textile design company. The main stylistic driver for Etro over its first decades was the paisley pattern and variations on this theme. The company’s headquarters is located in Milan on Via Spartaco and was refurbished in 1977. The headquarters includes textile art archived in their in-house library. Future textiles head Jacopo Etro later commented on this period stating that he had started to visit the archive when he was a child, spending many hours copying the fabric designs and experimenting with his own creative style.[8] After a trip to India made by Etro executives, the furnishing textiles line made its debut in 1981.

The company began producing leather goods in 1984, crafted from Paisley Jacquard fabrics.[11] Etro then began its home collection in 1985.[12] The Fragrances collection was launched in 1989, making its debut in the Milanese Fragrances flagship boutique, located on Via Verri. More recent additions of the line include Rajasthan[13] and Jacquard.[14] Etro’s first fashion show at Milan Fashion Week was held in 1996.[15] The company began sales by direct-mail through inserts in The New York Times starting in 1999,[16] and Etro began selling its clothing online in addition to in retail stores in 2013.[17] In 2014, a monograph on the company’s history entitled Etro was published by Rizzoli publishing house.[18]

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“The Italian Way” Youtube Channel (My Camera …..my Paintbrush) is an iconic video magazine created by Simona Cochi, an Italian journalist and pr
Simona unveils the exclusive features of the most relevant events about Art, Lifestyle, Design, Fashion, and more. Art interviews are one of the keys to be seduced by “The Italian Way” project.
The creative gesture of “direct capture” (the camera like a brush) blends different and transversal elements and draws on the visual heritage, the digital, the sound in a field with still unexplored possibilities but which has the characteristics of a 21st-century Surrealism.
This editorial project has been conceived on Simona return after a year and a half of work and research in different European capital cities and iconic outposts.
Simona Cochi can claim international working experiences and an academic track record.
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In 2020, during her experience as a video blogger in Vienna’s museums, her definitive inspiration for surrealism was ignited through the work on the Man Ray’s show at the Kunstforum. Further creativity and motivation have been enhanced thanks to the researches on Sigmund Freud, theother eminent Austrian’s figure with a significative traces of his life and works in Vienna.
The video journey started as “The Austrian Way” inside the magnificent art shows in the capital city: Monet, Picasso, Gustav Klimt, Keith Hearing, Florentina Pakosta, and more.
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The images and comments of the Italian journalist are expressed to describe the emotions of art but also to portray the magnificent outposts of culture. Simona Cochi’s footages are often accompanied by iconic interviews from the event’s protagonist.
The beauty of a work resides in its visionary strength, in its celebratory capacity, in the alienating effect it arouses and this is what the spontaneity of the author often manages to convey.
The creative gesture of “direct capture” (the camera like a brush) blends different and
transversal elements and draws on the visual heritage, the digital, the sound in a field with still unexplored possibilities but which has the characteristics of a 21st-century Surrealism.

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