Etro Spring Summer 2024 Campaign

ETRO's latest Spring Summer 2024 campaign, name -Nowhere: Out of time, in another space- boldly ventures into the realm where imagination meets technology. Guided by Creative Director Marco De Vincenzo and digital artist Silvia Badalotti, the campaign transcends traditional fashion advertising, delving into a world of limitless possibilities crafted through the fusion of creativity and artificial intelligence.

At the heart of the campaign lies the concept of the "Nowhere," a realm beyond the constraints of reality, where imagination reigns supreme. De Vincenzo and Badalotti collaborate to breathe life into this ethereal space, employing AI as a tool to manifest their collective vision. Like master painters of the digital age, they craft scenes and scenarios that defy conventional boundaries, creating a visual narrative that blurs the lines between the tangible and the abstract.

In the SS24 collection, every garment becomes a canvas for self-expression, with infinite possibilities for individual interpretation. The campaign transports viewers to otherworldly landscapes, where starry skies morph into enclosed environments and architectural marvels defy the laws of physics. Within these surreal settings, humanity takes on a dual nature—familiar yet alien—as it explores the endless permutations of genetic diversity.

One of the highlights of the campaign is the debut of ETRO's first eyewear collection in collaboration with the Safilo Group. As part of the overarching narrative of "Out of time, in another space," these eyewear pieces embody ETRO's signature aesthetic, merging timeless elegance with contemporary flair. From optical frames to sunglasses, each design reflects the brand's commitment to excellence, transforming eyewear into a storytelling medium in its own right.

Through the marriage of imagination and technology, ETRO's SS24 campaign challenges the conventions of fashion advertising, inviting viewers on a journey to the furthest reaches of creativity. In the Nowhere, boundaries dissolve, and possibilities abound, reminding us that the true essence of fashion lies not in the tangible garments themselves, but in the boundless realms of the imagination. As we embark on this voyage into the unknown, we are reminded that true innovation knows no limits—and that the future of fashion is limited only by the depths of our imagination.