Etro is pleased to announce "WONDERLAND OF ETROPÁA," the fourth chapter of ETROPÁA, the creative vision of new Creative Director Marco de Vincenzo. ETROPÁA will come to life in the real world, with launch events including pop-up stores starting in Tokyo, Japan on February 15, 2023, and spreading to various locations around the world. A fantastical, wonderland-like space will be born, featuring apples, a symbol of love and seduction, and vibrant colors.
Isetan Shinjuku Main Building, 1st Floor, The Stage, "ETROPìA" Pop-up Store / Courtesy of ETRO
Isetan Shinjuku Main Building, 1st Floor, The Stage, "ETROPìA" Pop-up Store / Courtesy of ETRO
ETROPìA" Pop-up Store at The Stage, 1st Floor, Main Building, Isetan Shinjuku Store / Courtesy of ETRO
The "ETROPìA" pop-up store opened on February 15th at The Stage, 1st Floor, Main Building, Isetan Shinjuku Store. For the opening, designer Marco De Vincenzo and Etro CEO Fabrizio Cardinali visited Japan and cut the ribbon alongside Korean actress Lee Da-hee and model Mori Hikari. The venue was surrounded by vibrantly colored apples, and Marco De Vincenzo's debut collection was on display, including the iconic "Love Trotter" and "Upcycled Love Trotter" bags.
From left: Marco De Vincenzo, Mori Hikari, Lee Da Hee, Fabrizio Cardinali/Courtesy of ETRO
The first chapter of ETROPìA will begin in September 2022, with the release of a manifesto just before the announcement of Marco De Vincenzo's debut collection. Through ten portraits, the exhibition conveys the message that fashion is a dialogue between the body and color, and an important tool for exploring individuality beyond the concept of clothing.
Courtesy of ETRO
Shortly after the release of this manifesto, the second chapter was unveiled: the Spring/Summer 2023 women's fashion show, which returned to the Maison's roots, bringing lightness and simplicity to its timeless traditions. Pursuing an eccentric and essential aesthetic, it reinterprets its heritage with a new perspective.
Courtesy of ETRO
The third chapter unveils the Spring/Summer 2023 advertising campaign, inspired by the dreamlike portraits of the Pre-Raphaelites and themed on the imagination of ETRO. The fourth and final chapter is "Wonderland of Etropia," in which the Etropian wonderland comes to life in the real world. The apple, the icon of the Spring/Summer 2023 women's collection, spreads from Japan to Asia, Europe and the Americas, coloring the world of ETRO.
Courtesy of ETRO
ETROPìA (Etropia) Pop-Up Store
The apple, a symbol of love and seduction, is the icon of the Spring/Summer 2023 women's collection. Like a wonderland where nature transforms itself, this exciting and fantastical world, filled with apples of different sizes and vibrant colors, will be born on February 15th at The Stage on the first floor of the Isetan Shinjuku Main Building in Tokyo, and will be available in more than 10 cities around the world by July. The store will stock Marco de Vincenzo's debut collection, which was unveiled in Milan in September 2022, as well as the iconic Love Trotter bag and Upcycled Love Trotter.
In Japan, the collection can be enjoyed at five pop-up stores across the country and on the official website, ETRO.com.
February 15th - February 23rd: Isetan Shinjuku Main Store, 1st Floor, The Stage
March 1st - March 7th: Hankyu Umeda Main Store, 1st Floor, Kotokoto Stage 11
March 8th - Official Website ETRO.com
March 22nd - March 28th: Daimaru Shinsaibashi Store, 1st Floor, Event Space
April 5th - April 11th: Nihonbashi Mitsukoshi Main Store, 1st Floor, Stage
April 19th - April 25th: Yokohama Takashimaya, Event Space
Upcycled Love Trotter
The "Upcycled Love Trotter" is a key bag from the Etropia Project. Following the first See Now Buy Now collection, unveiled at the Spring/Summer 2023 fashion show, new Japan-exclusive items will be available, crafted from archive fabrics carefully selected for each country. Handcrafted entirely in Italy, the collection features Etro's archive fabrics paired with logo-engraved colored handles made from recycled plastic, accented with leather trimmings, antique-style hardware, a striped jacquard lining, and the iconic Pegasus motif in 3D embroidery. Six models and 17 variations, including pouches and card holders, will be exclusively available in Japan.
Etropia Virtual Store
The global launch of the Etropia Virtual Store at Isetan Shinjuku will not only be a physical store, but will also appear as a Japan-exclusive virtual store on REV WORLDS, a smartphone communication app developed by Isetan Mitsukoshi that utilizes the metaverse. By completing a game featuring the key icon, an apple, you can win a wearable avatar of the runway look. Additionally, during the pop-up store period in physical stores, if you show your avatar wearing Etro clothing to the store staff, you will receive an original gift.
Contact:
Etro Japan
Tel: 03-3406-2655
www.etro.com
(*Article updated on February 17th, images added)
Isetan Shinjuku Main Building, 1st Floor, The Stage, "ETROPìA" Pop-up Store / Courtesy of ETROIsetan Shinjuku Main Building, 1st Floor, The Stage, "ETROPìA" Pop-up Store / Courtesy of ETROETROPìA" Pop-up Store at The Stage, 1st Floor, Main Building, Isetan Shinjuku Store / Courtesy of ETROThe "ETROPìA" pop-up store opened on February 15th at The Stage, 1st Floor, Main Building, Isetan Shinjuku Store. For the opening, designer Marco De Vincenzo and Etro CEO Fabrizio Cardinali visited Japan and cut the ribbon alongside Korean actress Lee Da-hee and model Mori Hikari. The venue was surrounded by vibrantly colored apples, and Marco De Vincenzo's debut collection was on display, including the iconic "Love Trotter" and "Upcycled Love Trotter" bags.
From left: Marco De Vincenzo, Mori Hikari, Lee Da Hee, Fabrizio Cardinali/Courtesy of ETROThe first chapter of ETROPìA will begin in September 2022, with the release of a manifesto just before the announcement of Marco De Vincenzo's debut collection. Through ten portraits, the exhibition conveys the message that fashion is a dialogue between the body and color, and an important tool for exploring individuality beyond the concept of clothing.
Courtesy of ETROShortly after the release of this manifesto, the second chapter was unveiled: the Spring/Summer 2023 women's fashion show, which returned to the Maison's roots, bringing lightness and simplicity to its timeless traditions. Pursuing an eccentric and essential aesthetic, it reinterprets its heritage with a new perspective.
Courtesy of ETROThe third chapter unveils the Spring/Summer 2023 advertising campaign, inspired by the dreamlike portraits of the Pre-Raphaelites and themed on the imagination of ETRO. The fourth and final chapter is "Wonderland of Etropia," in which the Etropian wonderland comes to life in the real world. The apple, the icon of the Spring/Summer 2023 women's collection, spreads from Japan to Asia, Europe and the Americas, coloring the world of ETRO.
Courtesy of ETROETROPìA (Etropia) Pop-Up Store
The apple, a symbol of love and seduction, is the icon of the Spring/Summer 2023 women's collection. Like a wonderland where nature transforms itself, this exciting and fantastical world, filled with apples of different sizes and vibrant colors, will be born on February 15th at The Stage on the first floor of the Isetan Shinjuku Main Building in Tokyo, and will be available in more than 10 cities around the world by July. The store will stock Marco de Vincenzo's debut collection, which was unveiled in Milan in September 2022, as well as the iconic Love Trotter bag and Upcycled Love Trotter.
In Japan, the collection can be enjoyed at five pop-up stores across the country and on the official website, ETRO.com.
February 15th - February 23rd: Isetan Shinjuku Main Store, 1st Floor, The Stage
March 1st - March 7th: Hankyu Umeda Main Store, 1st Floor, Kotokoto Stage 11
March 8th - Official Website ETRO.com
March 22nd - March 28th: Daimaru Shinsaibashi Store, 1st Floor, Event Space
April 5th - April 11th: Nihonbashi Mitsukoshi Main Store, 1st Floor, Stage
April 19th - April 25th: Yokohama Takashimaya, Event Space
Upcycled Love Trotter
The "Upcycled Love Trotter" is a key bag from the Etropia Project. Following the first See Now Buy Now collection, unveiled at the Spring/Summer 2023 fashion show, new Japan-exclusive items will be available, crafted from archive fabrics carefully selected for each country. Handcrafted entirely in Italy, the collection features Etro's archive fabrics paired with logo-engraved colored handles made from recycled plastic, accented with leather trimmings, antique-style hardware, a striped jacquard lining, and the iconic Pegasus motif in 3D embroidery. Six models and 17 variations, including pouches and card holders, will be exclusively available in Japan.
Etropia Virtual Store
The global launch of the Etropia Virtual Store at Isetan Shinjuku will not only be a physical store, but will also appear as a Japan-exclusive virtual store on REV WORLDS, a smartphone communication app developed by Isetan Mitsukoshi that utilizes the metaverse. By completing a game featuring the key icon, an apple, you can win a wearable avatar of the runway look. Additionally, during the pop-up store period in physical stores, if you show your avatar wearing Etro clothing to the store staff, you will receive an original gift.
Contact:
Etro Japan
Tel: 03-3406-2655
www.etro.com
(*Article updated on February 17th, images added)
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