For its Spring/Summer 2024 campaign, Etro took the concept of 'Nowhere' quite literally. Creative Director Marco De Vincenzo, the man behind the latest collection, didn't want to be tied to a specific geographical location, resulting in this first-of-its-kind collaboration with digital artist Silvia Badalotti to create a place that could exist only in one's imagination.

Harnessing the power of AI, Badalotti intricately translated Vincenzo's vision into digital form. With the precision of a painter's brush, albeit rendered through pixels and on-screen imagery, the duo conjured scenarios that defied conventional boundaries. From ethereal landscapes to architectural marvels, each creation is a testament to the limitless capabilities of the human imagination. Even the models donning the label's latest pieces were generated through AI.

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Taking centre stage in the campaign is the collection itself, which offers a kaleidoscope of styles, colours and combinations, where pastel-hued patterns blend seamlessly with lush natural landscapes and celestial maps.