BY THE BOOK: Etro, which was founded in Milan in 1968, is unveiling its first monograph with a strong visual element and a departure from the standard chronological history of the brand. Jacopo Etro, the label’s global communication vice president and creative director of the accessories line, defined the book “oniric,” and said it focuses on those elements — nature, art, journey, play, color, new tradition and paisley behind the irreverent philosophy of the brand.

“At a certain point we were seeing all these books from fashion companies coming out so we started thinking about doing our own book,” Etro said. “The first questions which came out were: How do we want it to look like? What’s the message we want? So we decided to take a completely different approach and we focused on communicating the inner spirit of the label, rather than products. And we think that the result is less self-celebratory and more entertaining.”

Each of the seven sections includes a selection of the archival mages linked with the theme, as well as an interview with a member of the Etro family conducted by personalities from different industries. These include Carlo Petrini, founder for the Slow Food Movement, who talked with Kean Etro about the theme of nature; Chinese artist Liu Bolin, who discussed with Veronica Etro the topic of art and its influence on work and life, and ancient cashmere shawls expert Monique Lévi-Strauss, who spoke with Gimmo Etro about the fashion house’s signature paisley pattern.

Published by Rizzoli International, the 376-page book is available in both Italian and English.

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