Etro's pop journey in the metaverse

«Parading in the metaverse is a new and stimulating experience that greatly enriches and expands the inspirations and horizons of designers as well as viewers». Veronica Etro describes with these words to MFF the debut of the fashion house in the virtual space of Decentraland, where the first Mvfw-Metaverse Fashion Week is taking place in these hours until tomorrow. The designer and creative director of the brand’s womenswear does not hide her enthusiasm for this first virtual experience, mixing tradition and experimentation. «We wanted to tell our vision by reinventing the iconic codes of the brand with a dynamic and vibrant aesthetic interacting with the current moment while already imagining the future’s reality,» she added.

The brand, one of the three Italian ones at the event along with Dolce&Gabbana (see MFF of March 25) and Hogan, brought to the runway a collection celebrating the Liquid Paisley motif, or a new interpretation of one of the brand's most iconic codes in a palette of playful, pop hues for genderless looks, worn by 20 avatar-models emerging from a lotus flower and hovering in the air, twirling in pirouettes. «I wanted to launch this capsule collection through a new inclusive way of parading in the metaverse, where anything is possible. It is a strong message for Etro, a collection without gender boundaries in a fashion show open to everyone. The brand has always represented travel and this will be a new borderless journey into the magic of the metaverse for us,» Veronica Etro added.

Tattoo effects are recreated on different fabrics such as cotton, jersey and denim, as well as on coated jackets. Floaty dresses, boho-chic mini-dresses, oversized shirts and masculine suits play with colour-blocks, sunny shades, cut-out details, asymmetries and ruffle volumes. The collection includes a series of accessories such as Crown Me bags in their Liquid Paisley version, maxi-totes combined with cloche hats and Crown Me platform sandals with thin straps and antiqued stud applications. Garments and accessories will be available to buy in the pop-up store opened in the heart of the Luxury Fashion District of Decentraland in order to dress the avatars. Some pieces, however, will be physically available on etro.com, thanks to an ever closer dialogue between physical and virtual. (All rights reserved)