Etro 'Eden of Etropìa' Spring 2023 Ad Campaign

Review of Etro ‘Eden of Etropìa’ Spring 2023 Ad Campaign by Creative Director Marco de Vincenzo and Photographer Zhong Lin with models Sylvie Macmillan, Akon Changkou, Iman Kaumanm, and Livia Hammar

Etro invites us to a new Eden with the first campaign under the creative direction of Marco de Vincenzo. For the Spring 2023 campaign, the designer teamed with visionary photographer Zhong Lin.

While the campaign is the first that has centered on a collection designed by recently appointed creative director Marco de Vincenzo, it marks the third chapter in the ongoing “Etropia” multipart campaign saga that was launched when he took his place at the helm of the house.

Inspired by the paintings and portraits of the Pre-Raphaelites, Lin’s photographs expand on Marco de Vincenzo’s dreamlike and poetic vision, creating a new paradise centered around the apple – the iconic fruit of the collection and a potent symbol of love, seduction, and knowledge.

In this parallel dimension, models are recast as tightrope walkers, nymphs, sorceresses, and princesses, occupying a labyrinthian space that recalls the surreal architectural art of M.C. Escher.

The lavishness of this dreamlike world continues to echo within the clothing design and styling, which draws the fore the house’s relationship with Italian artisans through its use of intricate embroidery, lush prints, and thoughtful textile selection.

In addition to appearing across digital platforms, social media, and billboards, Etro plans to implement the campaign in a dedicated mural in Milan and is set to roll out outdoor installations centering on the larger-than-life renditions of the collection and campaign’s star forbidden fruit in cities including London, Paris, and New York.

Under de Vincenzo’s creative direction, Etro’s penchant for a blending of the historic and the fantastical has been reengineered through a welcome contemporary lens. This campaign is a fitting first ad outing for such a vision, communicating the transformative power of craft through a dreamlike and dazzlingly seductive visual world, and bringing that world out into our own.