• Website: etro.com
• Founded: 1968, Milan, Italy.
• Founder: Gerolamo "Gimmo" Etro
• Owned By: L Catterton (majority owner)
• Known For: Paisley motif, Vela Bag, Pegaso Bag, Love Trotter, luxury textiles
• Category Focus: Ready-to-wear, handbags, leather goods, footwear, fragrances, home décor, accessories
Etro is one of Italy's most distinctive luxury fashion houses, renowned for its paisley motifs, artisanal textiles, and free-spirited approach to luxury fashion. Founded in 1968 in Milan by Gerolamo "Gimmo" Etro, the maison began as a textile company before evolving into a global lifestyle brand celebrated for its richly patterned fabrics, vibrant color palettes, and unmistakable bohemian elegance.
Known for blending Italian craftsmanship, textile innovation, and artistic storytelling, Etro has become synonymous with intricate paisley prints, jacquard fabrics, embroidered ready-to-wear, and refined leather goods. Signature collections including the Vela, Love Trotter, Pegaso, and Arnica bags reinterpret the house's textile heritage through contemporary luxury accessories.
Today, Etro continues under the creative direction of Marco De Vincenzo, who has modernized the house while preserving its rich decorative identity. Backed by L Catterton, the maison continues expanding across fashion, leather goods, fragrances, home décor, and lifestyle collections.
Vela Bag
Love Trotter Bag
Pegaso Bag
Arnica Paisley Bag
Paisley Silk Scarf
Paisley Jacquard Coat
Pegaso Loafers
Paisley Printed Shirt
Etro was founded in 1968 by Gerolamo "Gimmo" Etro as a luxury textile manufacturer in Milan. Fascinated by antique fabrics and global craftsmanship, Gimmo developed one of Italy's most respected textile archives, drawing inspiration from Persian, Indian, and Central Asian decorative traditions.
A defining moment arrived in 1981, following a trip to India that introduced the Paisley motif. Etro transformed the historic pattern into its unmistakable visual signature, eventually extending it across fashion, leather goods, home collections, and fragrances. Under Marco De Vincenzo, appointed Creative Director in 2022, the house has entered a contemporary chapter while preserving its bohemian DNA.
Key milestones:
• 1968: Gerolamo "Gimmo" Etro founds Etro in Milan.
• 1981: Introduction of the iconic Paisley motif inspired by India.
• 1984: Launch of leather goods featuring Paisley Jacquard fabrics.
• 1985: Debut of the Etro Home collection.
• 1989: Launch of Etro fragrances.
• 1996: First runway presentation at Milan Fashion Week.
• 2022: Marco De Vincenzo becomes Creative Director.
• 2026: Etro launches the "Flux" Spring/Summer 2026 campaign, emphasizing movement, reclaimed textiles, and artistic craftsmanship.
Etro has become one of Italy's most recognizable fashion houses by transforming textile artistry into a complete luxury lifestyle rooted in creativity, craftsmanship, and cultural exploration.
“Etro turned textile artistry into a luxury signature. Its strength lies in transforming centuries-old decorative traditions into contemporary Italian fashion that feels expressive, cultured, and unmistakably original.”
Etro matters because it transformed textile artistry into contemporary Italian luxury.
Its influence can be seen across:
• Luxury textile innovation
• Bohemian fashion
• Italian craftsmanship
• Decorative luxury accessories
By combining exceptional fabrics, artistic heritage, and fearless creativity, Etro continues offering one of fashion's most distinctive interpretations of modern luxury.
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