Etro, Generation Paisley
A motif with ancient and distant origins that evolves to become a fashion icon: the Paisley today is inseparable from the brand that most represents it in the collective imagination, emblematic of an approach to fashion that is first and foremost research and cultural sensitivity. To celebrate its 50th anniversary, Etro has chosen Mudec as the ideal place to celebrate together its openness to the world and its wonders.
50 years of a cultured and cosmopolitan brand
The brand’s history began with the production of textiles and evolved by inventing a style signature with a strong identity. The Paisley motif – which recalls the leaf of the date palm and thus the idea of the tree of life, of Mesopotamian origin – has characterized the entire production of Etro, which has made it an immediately recognizable sign of its style, declining it in new patterns and color variants.
An ancient print that comes from afar and has never stopped evolving in relation to its time and context, Etro could only choose the Museum of Cultures in Milan, a place characterized by the same vocation for cultural and anthropological nomadism and openness to the wonders of the world, to host the exhibition, which opened on September 22, 2018 and which the public could visit free of charge until October 14.
Fifty garments were on display, displayed within an analog and stylistic path that ran seamlessly through five rooms of the museum. At the entrance, a giant tree welcomed visitors, introducing them to an immersive experience among fabric walls, multiplying mirrors and three-dimensional digital effects. An endless wunderkammer, set up with items from the personal collections of Etro family members – great travelers and intellectuals – displayed alongside objects from the museum’s permanent collection, in a dialogue that breaks down boundaries and broadens sensibilities.
