Review of Etro ‘Vela bag’ 2024 Ad Campaign by Creative Director Marco De Vincenzo and Photographer Giampaolo Sgura with model Edie Campbell
Etro arranges a gorgeous new campaign for its signature Vela bag, captured by photographer Giampaolo Sgura.
Sgura turns his lens on model Edie Campbell, who brings an ethereal and elusive yet confidently poised energy – but the true star of the campaign is the stunning flower arranging, which accompanies both the portraits and the still-life imagery. These ecstatic, effusive arrangements of flowers in rich autumnal color palettes beautifully set off the bag’s elegant structure, considered anew for the Fall season. Coupled with a few other set design elements like books and vintage furniture and the relaxed styling, these gorgeous floral moments situate us in an abstract paradise of aesthetic and intellectual refinement and indulgence.
The accompanying short film pushes this atmosphere with a soundscape of ambient music and ASMR-like sound design, deepening the lush spirit and emphasizing the balance of organic beauty and carefully crafted design.
Developing a campaign that focuses on a single accessory with as similar level of care and creative attention as a full seasonal campaign is always a welcome move. But here Etro takes it another step further by exploring a conversation with another creative discipline, flower arranging, and the gorgeous results speak for themselves.
Etro Creative Director | Marco De Vincenzo
Photographer | Giampaolo Sgura
Model | Edie Campbell