Etro Spring 2026 Ad Campaign

Review of Etro Spring 2026 Ad Campaign by Creative Director Marco De Vincenzo with Photographer Dario Catellani with models Sandra Murray, Luana Guimaraes, Ante Padovan

At its best, Etro has always been about movement – geographic, spiritual, and material. Paisley as passport. Textiles as memory. The romance of travel filtered through Milanese craft. For Spring 2026, under Marco De Vincenzo, Etro Flux proposes metamorphosis as its thesis: art and nature in dialogue, reclaimed fabrics reborn inside a theatrical greenhouse environment.

On paper, it is aligned with the house’s codes. Reclamation speaks to Etro’s textile lineage. The layered prints and tactile richness reaffirm its artisanal maximalism. The greenhouse sanctuary offers a symbolic space for growth and transformation.

And yet, the campaign struggles to move beyond atmosphere.

The images are undeniably polished. Dense foliage, filtered light, painterly silhouettes. Textiles suspended in space hint at ritual – almost like prayer flags, gesturing toward spirituality or nomadic symbolism. There are ideas present. But they remain gestures rather than convictions. The suggestion of narrative never fully materializes into story.

Emotionally, the campaign feels restrained to the point of neutrality. There is beauty, but little tension. There is texture, but little urgency. Occasionally, a campaign can forgo narrative if it offers an emotionally charged image powerful enough to linger. Here, neither the storyline nor the emotional register carries enough weight to anchor the viewer. The result is pleasant, cohesive – but forgettable.

Etro’s strength has historically been its ability to make pattern feel lived-in, imbued with memory and wanderlust. Flux gestures toward transformation, but it doesn’t sharpen that evolution into something felt. The greenhouse becomes backdrop rather than catalyst. The reclaimed textiles signal sustainability, yet they don’t ignite a new chapter in the house’s story.

For a house with such rich ties to art, craft, and cultural exchange, the opportunity lies in pushing deeper. Not just into lush environments, but into sharper narrative stakes. Who are these women? Where are they traveling? What are they becoming? Without those answers, the collection risks floating in aesthetic limbo.

Etro Flux is competent. It respects the codes. But respect alone does not propel a house forward. The next chapter will need more than beauty. It will need a point of view strong enough to transform Etro’s heritage from backdrop into momentum.