ETRO FALL | FALL WINTER COLLECTION 2020 | 埃特罗

Etro was founded in 1968 by Gerolamo "Gimmo" Etro[1] as a textile design company.[2][3] The main stylistic driver for Etro over its first decades was the paisley pattern, and variations on this theme.[4] The company's headquarters is located in Milan on Via Spartaco, and was refurbished in 1977.[5] The headquarters includes textile art archived in their in-house library.[6] Future textiles head Jacopo Etro[7] later commented on this period, stating that he had started to visit the archive when he was a child, spending many hours copying the fabric designs and experimenting with his own creative style.[8] After a trip to India made by Etro executives, the furnishing textiles line made its debut in 1981.[9] The "swirling" paisley design found on this trip is now "synonymous" with the label according to Elle Magazine.[10]

The company began producing Leather goods in 1984 crafted from Paisley Jacquard fabrics.[11] Etro then began its home collection in 1985.[12] The Fragrances collection was launched in 1989, making its debut in the Milanese Fragrances flagship boutique, located on Via Verri. More recent additions of the line include Rajasthan[13] and Jacquard.[14] Etro's first fashion show at Milan Fashion Week was held in 1996.[15] The company began sales by direct-mail through inserts in The New York Times starting in 1999,[16] and Etro began selling its clothing online in addition to in retail stores in 2013.[17] In 2014, a monograph on the company's history entitled Etro was published by Rizzoli publishing house.[18]
The menswear collection has been presented through conceptual catwalk shows, including the Autumn Winter 03 collection that had guests ride on a 1937 steam train through urban Milan, with the models walking through the cabins.[27] Other pieces have included "cooked" shirts, where the pieces are dyed with berries or other food-stuffs in order to produce their intended designs.[28]

The womenswear line was launched in 1991.[29] For the Spring - Summer 2016 womenswear collection presented in Milan, Angelo Flaccavento wrote that it "show[ed] off the savoir-faire of her ateliers", using a ballerina-lingerie theme. He wrote further of the lighter direction the collection moved in from previous seasons that, "Everything had a charming, undone quality that looked appealing and felt new."[30] The New York Times called the collection an "ode to turn-of-the-century femininity", also mentioning the strong influence of dance throughout the show.[31]

The company also has a line of fragrances, some using the theme of "ancient perfumery".[32] Other collections include toiletries, leathergoods, travel accessories, eyewear,[4] footwear,[29] jewelry,[33] and home furnishings.[34] In 2014, the company opened its first Etro Home store in Milan during the Salone del Mobile.[35]

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