Etro Brand: A Nomadic Spirit and the Air of Travel

Etro has deep roots in textile culture. The entrepreneurial company began in 1968, when Gimmo Etro, the brand’s visionary founder, launched production of highly prestigious fabrics made with fine natural fibres and enriched with original designs and innovative colour combinations.

 The Paisley motif, used to enrich the first collection, became a symbol of Etro’s identity. In 1986, Etro launched a collection of home accessories and accessories, strengthening the brand concept. Materials, craftsmanship and a distinctive talent for prints define Etro’s unique character.

Etro launched the Home Interiors line in collaboration with Jumbo Group. The line continues Etro fashion through shared style and values. The unique furniture collection is presented through four different stories, combining exceptional materials with the brand’s iconic fabrics.

The result is a complete offering defined by the brand’s distinctive style, which has always expressed refinement, creativity and a vivid sense of colour. The collection demonstrates remarkable Italian craftsmanship by combining contemporary design elements with classic Etro fabrics. The collection expresses the fashion brand’s heritage and the idea of “New Tradition”, combining classic references with experimental elements and innovation.

Travel is a deliberate theme because Etro fashion collections reflect a passion for travel, attention to history, diverse cultures and luxurious materials.

The home collection continues and develops the travel theme. The collection includes furniture for living rooms, dining rooms and bedrooms, together with a series of lighting fixtures.

Etro’s iconic fabrics upholster sofas, armchairs and beds. Etro fabrics also appear on cabinet and bedside table fronts, as well as on shelving details. The collection’s leitmotif is the distinctive Paisley pattern that made the brand famous.

Unexpected colour solutions, rich colour and highly unusual prints form the foundation of Etro’s design style.

Original patterns and new, unconventional colour combinations receive primary attention. The collection combines diverse floral prints, straight and broken lines, pop-art-inspired designs, ethnic patterns, embroidery and appliqué. Motifs from ancient Japanese tapestries, traditional Chinese and Tibetan rugs, the famous English check and classic patchwork techniques give contemporary fabrics a distinctive character.

The most popular pattern associated with the brand is the Paisley ornament, an Indian folk motif that appeared in Etro’s very first collection.

 The Paisley motif became both a design achievement and a symbol of the brand itself. Ancient Mesopotamia used Paisley for the first time, with the pattern symbolising a young shoot of the date palm, revered as the tree of life. Later, Paisley frequently appeared on luxurious handwoven Indian fabrics. During the 19th century, Paisley moved onto women’s scarves and shawls. Etro experiments with finishes, materials and techniques to turn Paisley into art, weaving vivid shades, embroidery and crystals into the pattern. The ancient ornament therefore seems to be reborn each season.