For decades, Etro has been a leader in luxury Italian fabrics. Evolving into a prestigious lifestyle brand, Etro explores the realms of fashion, fragrance, accessories and furniture. With unique, inventive style at the core of the brand, Etro makes a statement — even with solid fabrics.

With unique, inventive style at the core of the brand, Etro makes a statement — even with solid fabrics.

Etro is New Tradition, the sum of artisan know-how and creative experimentation. The entrepreneurial venture began in 1968 when Gimmo Etro, the brand’s visionary founder, launched a production of highly prestigious fabrics using noble and natural fibers. Each fabric was embellished with original designs and innovative colorways. In 1981, the furnishing textiles line made its debut. The Paisley motif used to enrich the first collection was set to become the Etro mark of identity. 

The product range expanded further in 1984 with leather goods as well as the bag and travel bag collections in Paisley jacquard fabric, which, thanks to its special resin finish, became a symbol of pure elegance. In 1986, Etro launched the home accessories and complements collection, thus solidifying the brand’s lifestyle concept. The creation of the Etro Perfumes division in the late 1980s was a natural expansion, and today the collection includes 28 exclusive fragrances and a dedicated boutique. The 1990s saw the unveiling of the first men’s and women’s prêt-à-porter collections. Their inventive and recherché style earned the label instant recognition. The materials, the workings and a special talent with prints are what make Etro unique and inimitable.

The Paisley

Paisley, the sinuous frond design from which the Etro tradition blossoms, is an ancient decoration, rich in history and meanings. The droplet-shaped motif was born in Mesopotamia where it symbolized the seed of the date palm, the “tree of life.” Etro has explored and reinterpreted the classic droplet-shaped vegetable motif through experimentation and technology. Over the years the design has been illuminated with pop hues, fossilized, pulverized, corroded, overlapped, matched with flowers and stripes, enlarged or reduced to its original essence.

The paisley design migrated from east to west, from Indian prints to Celtic embroideries. In Kashmir the precious shawls printed with these floral patterns were offered as gifts to the Great Mogul, then passed down from generation to generation. Etro owns a collection of one hundred and fifty shawls dating from 1810 to 1880, which have inspired the birth of Paisley, the common thread that runs throughout all the collections.

Home & Textiles

Etro’s roots are firmly embedded in the culture of textiles. The art of textiles is what enables the brand to master the raw materials in a sophisticated way and to rigorously combine them with the precious stylistic content of the designs and motifs. Using places and history to create marvelous interweaves, the textiles suggest and interpret signs whose origins are lost in time, adding charm and allure to the thematic collections. The exquisite gradations, the skillful studies on the frame, and the finest fibers and the sublime finishings make each piece worthy of the Etro name. The Paisley, leitmotif of the homeware and furnishing complements collection, lets itself be saturated in color, interpreted and redefined in a game of suggestive elegance. The art of using print techniques combined with recherché materials, modern designs and superb craftsmanship breathes life into these unique creations of beauty. 

Etro Today

The brand’s nomadic and creative spirit is well visible in its new home textiles collection, where memories of exotic journeys create a blend of cultures seen through a modern lens reflecting the sophisticated needs of contemporary design. The cotton prints are audacious and bold. Many designs come from Etro’s private collection, re-proportioned, recolored and woven with techniques that enlighten their own precious characteristics. Each collection goes through a journey of endless research. For the first time in the 2020 collection, Etro Home also explores the outdoor world, launching new fabrics in treated, water-repellent and weather-resistant polyester.