Etro Holds Physical Show Despite Pandemic

Etro Holds Physical Show Despite Pandemic

Etro Holds Physical Show Despite Pandemic

Etro’s Men’s SS21 and Women’s Resort 2021

Etro’s Men’s SS21 and Women’s Resort 2021

Text: Jared Peraglia

Etro became the first fashion brand to hold a physical show on Wednesday after the coronavirus pandemic forced Milan residents to stay indoors for months. 

Kean and Veronica Etro had models walk down a physical runway, surrounded by an almost 100-person audience wearing protective masks, to debut their Men’s Spring Summer 2021 and Women’s Resort 2021 collections in Milan. 

"We are finally back together, in the garden of this iconic hotel, in the heart of Milan's Montenapoleone district,” Kean and Veronica Etro said in a statement. “This season, we want to bring real clothes on stage for real people, discovering a new authenticity.”

Hosted in a garden at Milan’s iconic Four Seasons Hotel, Etro displayed their latest Italian-made collection. The line pays tribute to the event’s Milanese location and is inspired by the “peculiar personalities” that check in and out of international hotels.

Etro’s long standing commitment to sustainability flourishes in this new collection. Eco-friendly fabrics and archival textiles are prominent in many styles crafted by the brand. Select denim pants and jackets included in the line are made out of vintage cloths. Polo shirts also take on Etro’s upcycling tradition, as its textile is obtained through the recycling of plastic bottles.

Keeping with the theme of recycling, new Etro sunglasses pay tribute to Carrera’s Champion aviator style released in the 1980s. The lenses are redesigned with an Etro flare to be colored in lemon yellow, intense red and candy pink among other choices.

Credits: Photos courtesy of Etro.

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