Veronica Etro
Etro is a relatively young label, yet it is rooted in tradition and belongs in Italy’s rich history of fine, beautifully crafted textiles. It originated as a fabric design and manufacturing firm, and is perhaps most often recognized for its paisley motifs, which it introduced in 1981. Etro’s paisleys are so characteristic of the brand that J. J. Martin, writing in Harper’s Bazaar, has observed that Etro managed to turn “a paisley print into a discreet, logo-less signifier.”
Founded in 1968 by Gerolamo (“Gimmo”) Etro, the company has been hailed for its stunning prints and masterful patterning. During the 1970s and 1980s, high-end fashion designers, such as Emmanuel Ungaro and Perry Ellis, used Etro’s luxury textiles in their collections. In a 1982 New York Times article, Gimmo revealed that he had mixed feelings about the use of his fabrics: “In fashion, if you work with the creators, the Armanis, the Rykiels, the Montanas, it is their image you give and you have to change with them. It is my product, but, when it is sold, it has their name on it.” Perhaps it was concerns such as these that motivated Gimmo to have Etro create its own ready-to-wear line, which was first shown in 1991.
Like many Italian firms, Etro is family owned and operated. Gimmo’s daughter, Veronica Etro, has been the label’s women’s wear designer since 2000. Veronica’s approach began with her childhood pastime of making collages from fabric swatches, and she has developed a design style that is equal parts colorful, unconventional, and exotic. She works with a kaleidoscope of patterns, patchworks, and, of course, Etro’s signature paisley—which she continually updates by rendering it and adorning it anew, in playful and unexpected ways. As Veronica told W magazine in July 2004, “The best way to rehash a traditional print is through a good dose of irony.”
Founded in 1968 by Gerolamo (“Gimmo”) Etro, the company has been hailed for its stunning prints and masterful patterning. During the 1970s and 1980s, high-end fashion designers, such as Emmanuel Ungaro and Perry Ellis, used Etro’s luxury textiles in their collections. In a 1982 New York Times article, Gimmo revealed that he had mixed feelings about the use of his fabrics: “In fashion, if you work with the creators, the Armanis, the Rykiels, the Montanas, it is their image you give and you have to change with them. It is my product, but, when it is sold, it has their name on it.” Perhaps it was concerns such as these that motivated Gimmo to have Etro create its own ready-to-wear line, which was first shown in 1991.
Like many Italian firms, Etro is family owned and operated. Gimmo’s daughter, Veronica Etro, has been the label’s women’s wear designer since 2000. Veronica’s approach began with her childhood pastime of making collages from fabric swatches, and she has developed a design style that is equal parts colorful, unconventional, and exotic. She works with a kaleidoscope of patterns, patchworks, and, of course, Etro’s signature paisley—which she continually updates by rendering it and adorning it anew, in playful and unexpected ways. As Veronica told W magazine in July 2004, “The best way to rehash a traditional print is through a good dose of irony.”