The Etro S/S 2021 Campaign is the Retro-Cool Hit of Joy We Need Right Now
As 12-month-periods go, stacking the most contentious Presidential election in American history and an attempted coup on top of a year-long and still escalating/deadly pandemic means we’ve pretty much had all we can take by now. Seeing our first black/female Vice President being sworn in back in January certainly helped lift the veil of darkness a bit – but now we really just need to have some fun.
Luckily, a big hit of joy has just arrived, and as has happened so many times in the past, it’s fashion that’s rising up again to save the day. Indeed, beloved Italian fashion house Etro has delivered an exhilarating new campaign for its Spring/Summer 2021 collection, and it’s more fun than we can remember having in a very, very long time.
Starring models Anna Ewers, Parker Van Noord, Alessio Pozzi and
Grace Musase – who all seem to be having a ridiculously good time – it looks like all involved spent hours perusing old ’80s and ’90s fashion mags, and then tapped aesthetically and kinetically into all the wild energy of those anything-goes times.
Shot on all white backgrounds by Brit photographer David Sims (who fittingly made his name by snapping for The Face and i-D in the ’90s), the images are seemingly meant to evoke pages from fashion magazines. And each is marked with a year – 1985, 1991, 1995, 1999 – which may just be random, or might actually refer to the chronological inspiration for the clothes themselves. We’ll just have to guess.
Oh, and those clothes…as ever, Etro dazzles with their daring use of colors and patterns that certainly may have seemed as if they would never actually go together – but ultimately do so elegantly and electrifyingly. Paisley naturally makes an appearance, as per (un)official Etro doctrine. And throughout, the ’80s/’90s influence is unmistakeable – even in the music, which sounds like a synth-funk mash-up of The Human League and Shriekback.
To be honest, while we want for Congress to solve the economy, this might just be all the stimulus we need right now.