Etro and the Safilo Group unveil the first eyewear collection campaign for the Italian fashion brand as part of the latest campaign “Out of time, in another space.”
The collection, featuring a variety of prescription and sunglasses, incorporates Etro’s unique and unexpected aesthetic, translating a tale of excellence into a modern narrative.
The spring/summer 2024 line includes a range of custom models such as Etroscreen and Etromacaron, first seen at the Italian maison’s men’s fashion shows in June and September 2023, respectively. These models are characterized by bold and innovative designs, showcasing state-of-the-art materials and unique brand details.
The new campaign takes the concept of “Nowhere”, a place only possible in our imagination that served as inspiration for the SS24 collection, to another level of expression. Creative Director Marco De Vincenzo collaborated with digital artist and designer Silvia Badalotti to create a series of scenes and representations through Artificial Intelligence (AI).
This work arises from the dialogue between two creatives and between a creative and the machine—whose result is only possible through the collaboration of all parties. The outcomes are images emerging from the interaction between humans and machines. Silvia Badalotti guides the AI through endless scenarios and possible environments, and it is thanks to her verbal inputs—resulting from artistic experience and her journey with Marco De Vincenzo—that the machine translates creative thoughts into images.
Like a painting, but replacing brushes and colors with pixels and screen visions, the scenarios are invented, as are the bodies: physical and spatial utopias beyond biology and logic. The energy they originate from and that permeates them is human. The basic principle is the same as fashion, an activity through which each body determines a new garment for itself: the combinations of elements are virtually limitless.
