Etro X Luisa World Capsule Collection

Etro-X-Luisa-World-Capsule-Collection-1-

An exclusive collaboration

Luisa World proudly presents the next chapter in its long and succesful history. A unique collaboration with the historic House of Etro, has given birth to a capsule collection honoring the House’s iconic prints. Just ten pieces have been created of each design: Four sleek and sexy kimonos, a bag and a hat made of raffia are the labor of love between Luisa World and Etro, a marriage of high aesthetics, love for authentic style and a fresh take on tradition. We talked to the person behind it all, Veronica Etro _daughter of founder Gimmo and heart and soul of the House’s womenswear collections.

An exclusive collaboration

Luisa World proudly presents the next chapter in its long and succesful history. A unique collaboration with the historic House of Etro, has given birth to a capsule collection honoring the House’s iconic prints. Just ten pieces have been created of each design: Four sleek and sexy kimonos, a bag and a hat made of raffia are the labor of love between Luisa World and Etro, a marriage of high aesthetics, love for authentic style and a fresh take on tradition. We talked to the person behind it all, Veronica Etro _daughter of founder Gimmo and heart and soul of the House’s womenswear collections.

An exclusive collaboration

Luisa World proudly presents the next chapter in its long and succesful history. A unique collaboration with the historic House of Etro, has given birth to a capsule collection honoring the House’s iconic prints. Just ten pieces have been created of each design: Four sleek and sexy kimonos, a bag and a hat made of raffia are the labor of love between Luisa World and Etro, a marriage of high aesthetics, love for authentic style and a fresh take on tradition. We talked to the person behind it all, Veronica Etro _daughter of founder Gimmo and heart and soul of the House’s womenswear collections.

Veronica, growing up in the Etro family, what has always been the «quintessentially Etro thing», for you?
Paisley, of course! It is a distinctive symbol of our brand since its origins in 1968. It identifies with us so well that I would say that it has become our logo without being a logo. Also manuality is very Etro: we all like to touch, manipulate, deal with fabrics and textiles.

Entering the family business after gaining some experience in other houses, did you succeed in looking at it from a clear perspective?
I had some first job experiences at Clements Ribeiro in London and also helped out at our showroom in New York during my college holidays. At the beginning I used to help during shootings and campaigns, I shared my styling ideas and attended some shop openings. I always tried to see things from different perspectives and think “out of the box”. I then started working full-time for the family business in September 1997, right after the summer of my graduation from Central Saint Martins. I was only 23 and was really excited…but also quite nervous I have to admit.

Veronica, growing up in the Etro family, what has always been the «quintessentially Etro thing», for you?
Paisley, of course! It is a distinctive symbol of our brand since its origins in 1968. It identifies with us so well that I would say that it has become our logo without being a logo. Also manuality is very Etro: we all like to touch, manipulate, deal with fabrics and textiles.

Entering the family business after gaining some experience in other houses, did you succeed in looking at it from a clear perspective?
I had some first job experiences at Clements Ribeiro in London and also helped out at our showroom in New York during my college holidays. At the beginning I used to help during shootings and campaigns, I shared my styling ideas and attended some shop openings. I always tried to see things from different perspectives and think “out of the box”. I then started working full-time for the family business in September 1997, right after the summer of my graduation from Central Saint Martins. I was only 23 and was really excited…but also quite nervous I have to admit.

Veronica, growing up in the Etro family, what has always been the «quintessentially Etro thing», for you?
Paisley, of course! It is a distinctive symbol of our brand since its origins in 1968. It identifies with us so well that I would say that it has become our logo without being a logo. Also manuality is very Etro: we all like to touch, manipulate, deal with fabrics and textiles.

Entering the family business after gaining some experience in other houses, did you succeed in looking at it from a clear perspective?
I had some first job experiences at Clements Ribeiro in London and also helped out at our showroom in New York during my college holidays. At the beginning I used to help during shootings and campaigns, I shared my styling ideas and attended some shop openings. I always tried to see things from different perspectives and think “out of the box”. I then started working full-time for the family business in September 1997, right after the summer of my graduation from Central Saint Martins. I was only 23 and was really excited…but also quite nervous I have to admit.

Did you ever feel you needed to rebel against it?
No, not at all. Since the beginning I was given the freedom to express my aesthetic – just like when I used to visit my father at the office when I was a child and spent my free time happily playing with colours and fabrics. My favourite playground was to get “dirty” with glue and paint!

Which is your favorite, iconic Etro print? How did you choose which ones to feature in the capsule collection created for Luisaworld?
Once again, paisley! Its multi-faceted essence permits so many different declinations, from aristocratic to psychedelic. I really love experimenting with different combinations of the pattern. The interesting thing about the Paisley design is that it is also very versatile: it can be naturally mixed and paired with different patterns. For the Luisa World special collection I was inspired by the colours of Mykonos. You can see the pattern matched with naive florals and colourful birds, like in a garden of Eden, or reduced to a pochette square with tribal borders, or, again, enlarged like a tattoo with stripes and abstract geometric motifs. It is never the same!

Did you ever feel you needed to rebel against it?
No, not at all. Since the beginning I was given the freedom to express my aesthetic – just like when I used to visit my father at the office when I was a child and spent my free time happily playing with colours and fabrics. My favourite playground was to get “dirty” with glue and paint!

Which is your favorite, iconic Etro print? How did you choose which ones to feature in the capsule collection created for Luisaworld?
Once again, paisley! Its multi-faceted essence permits so many different declinations, from aristocratic to psychedelic. I really love experimenting with different combinations of the pattern. The interesting thing about the Paisley design is that it is also very versatile: it can be naturally mixed and paired with different patterns. For the Luisa World special collection I was inspired by the colours of Mykonos. You can see the pattern matched with naive florals and colourful birds, like in a garden of Eden, or reduced to a pochette square with tribal borders, or, again, enlarged like a tattoo with stripes and abstract geometric motifs. It is never the same!

Did you ever feel you needed to rebel against it?
No, not at all. Since the beginning I was given the freedom to express my aesthetic – just like when I used to visit my father at the office when I was a child and spent my free time happily playing with colours and fabrics. My favourite playground was to get “dirty” with glue and paint!

Which is your favorite, iconic Etro print? How did you choose which ones to feature in the capsule collection created for Luisaworld?
Once again, paisley! Its multi-faceted essence permits so many different declinations, from aristocratic to psychedelic. I really love experimenting with different combinations of the pattern. The interesting thing about the Paisley design is that it is also very versatile: it can be naturally mixed and paired with different patterns. For the Luisa World special collection I was inspired by the colours of Mykonos. You can see the pattern matched with naive florals and colourful birds, like in a garden of Eden, or reduced to a pochette square with tribal borders, or, again, enlarged like a tattoo with stripes and abstract geometric motifs. It is never the same!

Can you describe the woman you envision wearing this capsule collection?
The capsule collection is not thought for a type of woman in particular, just like my fashion collections. I like to think that any woman can wear my designs: they are timeless pieces for any generation. I have to say that finding families shopping together in our boutiques makes me really happy.

What was the inspiration behind the collection? What is the feeling you wish to create?
The starting point of this special collection was the desire to create some easy-to-wear items for summer. Between a timeless kimono and an easy robe, I wanted these to be suitable for any occasion: not only to be worn as beachwear but also after sunset.

What is Luisa Beach to you? In what ways do you feel it meets the philosophy of the brand?
I feel both Etro and Luisa Beach are expressions of free-spirit, love for nature and discovery. I can’t possibly think of a better match!

How would you describe Mykonos in one sentence, to someone who has never set foot on the island?
If I am allowed one word: magical. The last time I visited the island was a long time ago, when I was in my twenties, but I still remember the fun moments I spent there. I love how the different hues of blue of the sea are enhanced by the pure white tone of its houses, especially during sunset, my favourite time of the day.

The inaguration of the Etro X Luisa World capsule collection will take place in Nammos Village in Mykonos, with a big fashion party on Friday the 5th of July!

VERONICA ETRO

Can you describe the woman you envision wearing this capsule collection?
The capsule collection is not thought for a type of woman in particular, just like my fashion collections. I like to think that any woman can wear my designs: they are timeless pieces for any generation. I have to say that finding families shopping together in our boutiques makes me really happy.

What was the inspiration behind the collection? What is the feeling you wish to create?
The starting point of this special collection was the desire to create some easy-to-wear items for summer. Between a timeless kimono and an easy robe, I wanted these to be suitable for any occasion: not only to be worn as beachwear but also after sunset.

What is Luisa Beach to you? In what ways do you feel it meets the philosophy of the brand?
I feel both Etro and Luisa Beach are expressions of free-spirit, love for nature and discovery. I can’t possibly think of a better match!

How would you describe Mykonos in one sentence, to someone who has never set foot on the island?
If I am allowed one word: magical. The last time I visited the island was a long time ago, when I was in my twenties, but I still remember the fun moments I spent there. I love how the different hues of blue of the sea are enhanced by the pure white tone of its houses, especially during sunset, my favourite time of the day.

The inaguration of the Etro X Luisa World capsule collection will take place in Nammos Village in Mykonos, with a big fashion party on Friday the 5th of July!

VERONICA ETRO

Can you describe the woman you envision wearing this capsule collection?
The capsule collection is not thought for a type of woman in particular, just like my fashion collections. I like to think that any woman can wear my designs: they are timeless pieces for any generation. I have to say that finding families shopping together in our boutiques makes me really happy.

What was the inspiration behind the collection? What is the feeling you wish to create?
The starting point of this special collection was the desire to create some easy-to-wear items for summer. Between a timeless kimono and an easy robe, I wanted these to be suitable for any occasion: not only to be worn as beachwear but also after sunset.

What is Luisa Beach to you? In what ways do you feel it meets the philosophy of the brand?
I feel both Etro and Luisa Beach are expressions of free-spirit, love for nature and discovery. I can’t possibly think of a better match!

VERONICA ETRO

How would you describe Mykonos in one sentence, to someone who has never set foot on the island?
If I am allowed one word: magical. The last time I visited the island was a long time ago, when I was in my twenties, but I still remember the fun moments I spent there. I love how the different hues of blue of the sea are enhanced by the pure white tone of its houses, especially during sunset, my favourite time of the day.

The inaguration of the Etro X Luisa World capsule collection will take place in Nammos Village in Mykonos, with a big fashion party on Friday the 5th of July!