What is fashion’s role in today’s post-pandemic world?
So much is unknown now, but I believe that fashion is about giving certainties to customers. Comfort has exploded, and there is real desire to relaunch society with a deeper attention to nature and technology. There has been a groundswell in sustainability within the fashion industry.
Where do you see ETRO fitting?
It’s important to understand that we are all in it together, rather than trying to go through it individually. Sustainability also means you sustain your partners in fashion. The good thing is that when it starts flowing then people will follow the trend and that is good for the planet.
Did the pandemic hinder or help your creative process?
During the periods of social detachment we have all had so much time to meditate, focus and reflect on things—we’ve had more time in general. Because there were many issues with the supply and delivery of resources, as well as the financial aspect, a lot of my focus turned back to creativity and things like upcycling. I am an optimist, and a lover of nature and smiling, I wanted our creativity to help bring back a sense of fun and humor in what we make. I think it is the duty of a designer to help inspire other people.
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The SS21 collection has a Retro and Vintage feel to it. Is this a direction that we will see more of?
Just like my sister [womenwear designer, Veronica Etro], I really love the Vintage attitude. I feel like the world needs this sense of colourful nostalgia now we’re on the post-pandemic path. With each collection, I think it is important that we flow. There is something happening now, and there is always something new to come. The attitude of the design is really about understanding specific moments.
What are your favourite pieces of the men’s SS21 collection?
The jackets with a tiger on the back. It is very colourful, fun and a way of going on a journey in a time where we can’t travel!
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How have you seen menswear evolve since you have been in the industry?
A lot, a lot, a lot. When I first started 25 years ago, people were asking ‘how can you do this print for men?!’ They would say that men don’t buy patterns and prints. But I’ve always believed that everything changes with time. Nowadays we ask ourselves to try to find the inner balance of men and women, and ask ourselves: What’s masculine today? What’s the courtesy? The values? It is not about sexual orientation, it’s about energy and balance.
Are there any surprises we should be looking forward to in the upcoming ETRO collections?
Yes, I told you, come September there will be no more pandemic worries!
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