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Etro’s New Campaign Is AI-generated

AI CAMPAIGN: Etro has taken the offbeat title of its spring 2024 women’s collection, “Nowhere,” quite literally in the advertising campaign it released Monday.

Not being bound to a particular place sparked the imagination of creative director Marco De Vincenzo, who collaborated with digital artist and prompt designer Silvia Badalotti to create different scenes through AI.

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Thanks to Badalotti’s verbal inputs, the images resulted in a series of fantasy scenarios ranging from pastel-hued architectures to lush natural landscapes and astral maps. The models wearing the brand’s men’s and women’s spring 2024 collection were also generated through AI, with a cast that intended to evoke “a humanity that is both familiar and alien,” according to an Etro statement.

The Etro spring 2024 advertising campaign.
The Etro spring 2024 advertising campaign.

Teasing the campaign on his Instagram account, De Vincenzo captioned an image: “I didn’t know what AI really was before I met [Silvia Badalotti]. Together, we embarked on a journey to a parallel universe where infinite possibilities lie and learned that, time and time again, only the heart can take you far.”

Fashion-wise, key pieces of his collections added to the visual richness of the pictures thanks to their bold patterns and graphics, as seen in flocked velvet pieces with tapestry-like motifs, mannish cotton shirts tucked into long fishtail skirts or printed soccer-inspired jerseys for men. Accessories including the brand’s Vela leather bag and its new sunglasses developed under license with Safilo Group also feature in dedicated images.

The Etro spring 2024 advertising campaign.
The Etro spring 2024 advertising campaign.

De Vincenzo will unveil his new collections for the brand during Milan Fashion Week next month. As reported, for the occasion the brand will embrace the coed format in a show scheduled for Feb. 21 at 8 p.m. CET.

The Etro spring 2024 advertising campaign.
The Etro spring 2024 advertising campaign.

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