As the luminous sun sets over the sparkling azure waters of Monte Carlo, a fashion vision in bold paisley and sumptuous fabrics unfurls – the first Etro boutique in the city. Drawing the city’s glitterati and well-heeled inhabitants, the Italian fashion magnate Etro inaugurates its highly anticipated monobrand boutique, nestled in the heart of the city’s luxurious Metropole Shopping complex.
Embodying the brand’s inherent Italian craftsmanship, the boutique is an ode to Etro’s signature visual vernacular – walnut wood and champagne-finished metal furnishings echoing the intricate artistry of the fashion on display. The boutique also brings an infusion of Etro’s famous paisley motif, uniquely manifested in the soft glow of the wallpaper, weaving a narrative of tradition and modernity.
Guided by creative director Marco de Vincenzo, who embarked on his journey with Etro last June, the boutique offers a tailored selection of the brand’s men’s and women’s ready-to-wear collections. This epitome of Italian elegance is the most recent addition to Etro’s impressive global network, boasting over 130 boutiques worldwide.
Amidst the boutique’s grandeur, customers will uncover collections designed by de Vincenzo, ranging from a recent home and interiors line debuted at Salone del Mobile, to an exclusive Etro Kids line, brought to life through a licensing agreement with Simonetta. Etro’s evolving legacy finds new resonance in collaborations like its tie-up with New York-based artist Amy Lincoln and its latest eyewear project with Safilo Group.
In addition to Monte Carlo’s landmark boutique, Etro has also given a chic facelift to its shop-in-shop at Milan’s Rinascente, and introduced a captivating corner on the prestigious first floor at Harrods, London. These locales, richly adorned and meticulously curated, each tell a unique chapter in Etro’s fashion narrative.
Launched in 1968 as a textile firm, Etro has navigated the waves of fashion, evolving into an esteemed brand renowned for its bold patterns, travel-inspired designs, and luxurious fabrics. Its Monte Carlo boutique, a harmonious confluence of tradition and innovation, promises a fresh voyage into the realm of Etro’s distinctive artistry.