Etro Summer 2015 and the Magic of the Uncertainty Principle

Cities | Milan | 14.05.2015

This is hot stuff folks. The hottest models. The hottest colors. The hottest patterns & designs. The hottest fabrics. And it oozes class because it is all Italian made. In fact, the brand is so edgy that you cannot deny it to have a definite wow factor. We’ll explain it as it is still not too late to discuss summer 2015 for one collection that you really do not want to miss out on. We’re introducing Etro from Puglia in Italy: The masters of cashmere design and wild, wild colors.

These pictures should speak for themselves as you notice the plain variety of Mediterranean bright colors but there is much more than meets the eyes here because these colors are created by Etro according to what BDMOTP will call the uncertainty principle – each color or dye is created in organic fashion – the Etro colors are all grown. Which means that each color ends up being unique and cannot be framed or cast into stone or words. This is uncertainty principle number one. For example: As for whites some of the following materials are used: Bamboo, Hemp, Nettle, and yes, even regular organic Milk. The concept here is that each fabric worn is also a luxury good, or precisely, and if you so wish – a jewel of its very own kind.

Etro owns a collection of 150 cashmere shawls dating back to the time period of 1810 / 1880 and the cashmere patterns that can be found in the collection have become the DNA and signature of the luxury brand. Yes Etro makes accessories and perfumes as well — they have a lifestyle concept — but any brand that makes jewelry out of its fabrics will be remembered first and foremost for how things dressed & worn will look and shine. Thus Etro has adopted the Paisley symbol as a universal mark of excellence. Widely adopted around the world in many different cultures around the globe the origin of the famous pattern harks back to the original form and shape of the date fruit. There is an element of inscrutability to its shape. And from this vague and ambiguous form Etro creates and finds a thousand other shapes for its patterns and its design. None of them really meant to be known or cast in stone. A large and dense fog of shapes and forms, unsettled, yet various, but infinite in its inclusions. The idea is to create exclusivity of product by in-determination of form and shape. Uncertainty principle number II.

By now you are probably thinking ‘what the heck’, but it gets worse. Because the veritable jewel-like summer collection is based upon the following motto: ‘We are what we eat’ – all Etro style for summer 2015 is measured according to the kitchen by the culinary arts. Yeah not kidding! Spaghetti Vongole in the form of what you wear and how you dress, ravioli & meatballs with Bolognese sauce in the designs on your trousers, perhaps Chicken Marsala with mushrooms à la citron in the picture below. And yes it is not coincidental that a world food expo in Milan coming up very soon. The hottest Italian dishes served on the hottest clothes worn on the runway by the hottest models. This will be a long hot summer. A myriad of variety of dishes. You are what you eat. Uncertainty principle number three.

Ultimately though the incredible Etro summer 2015 collection oozes class. Simple Italian class and style. It’s the finishing. The handwork. The remarkable cut for gentlemen that one can only find in Italia. It carries and wears so loosely and yet so beautifully. When you enter the flagship store (we went to the one in Paris on Boulevard St Germain where there was an evening hosted by GQ recently others are located in Milan, New York, and London) the ambiance is quite immediately one of high class as an environment for exceptional sartorial items – one of a kind shining sartorial gems. And it is highly remarkable that this effect actually also shows from the vitrine and showroom windows on the outside. Because the Etro Paris flagship is located right next to Ralph Lauren, and opposite from Lagerfeld and Sonia Rykiel.These are all excellent brands. But from the outside in comparison Etro stands out and has an edge. And now we understand why this is. Because Etro has the X-factor. And it is called the uncertainty principle.