Etro

Etro began as a Milanese textile company founded by Gerolamo “Gimmo” Etro in 1968. Its fashion identity grew from fabric itself, with an archive of historical textiles informing an appetite for pattern and color. Paisley, introduced in 1981, became the house’s most recognizable motif.

Kean Etro developed the first menswear collection in 1990, bringing the family’s textile knowledge into a wardrobe shaped by travel and an informal attitude to luxury. Tailoring became a surface for rich prints, while scarves and patterned shirts offered a less formal route into the same world. Etro’s man could dress extravagantly while remaining at ease in his clothes.

Veronica Etro led womenswear from 2000 to 2022. The family’s separate creative roles gave the house a shared visual language across its collections. In 2022, Marco De Vincenzo took creative responsibility for the men’s and women’s lines, working with the archive through a different generational perspective. His tenure ended in 2026.

Across those changes, Etro’s distinction has remained its treatment of pattern as the foundation of a wardrobe. The paisley scarf and printed silk shirt belong to the same conversation as a tailored coat. Texture and color supply continuity, making the house recognizable even when the silhouette changes.