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ETRO  CELEBRATES ITS 50TH ANNIVERSARY WITH A BOUTIQUE RESTYLING AND A MUSEUM EXHIBITION

Etro continues to celebrate the fiftieth anniversary of the fashion house.

  • Massimo De Angelis

Following the launch of a special capsule collection created especially for this important landmark, the brand has chosen to effect a total restyling of its historical boutique at number 5 Via Montenapoleone in Milan. The makeover of the 650 square metre flagship store has transformed the sales point into a refined location, in which to discover the entire fashion world of the Italian brand. The ground floor is dedicated to leather garments and the store window has been enlarged to enable a better view of the interior. An impressive stairway with a brass handrail then accompanies visitors to the first floor, which is occupied by the women’s collections, while the third level is dedicated to menswear.  The resulting atmosphere is warm and elegant, defined by comfortable seating, precious art nouveau chandeliers and multicoloured fabric wall coverings designed exclusively for the new boutique. Each floor is characterized by one predominant shade: beige and neutral colours for the men’s department, lime greens, yellows and fuchsia for the furnishings in the women’s section, with fitted carpets in tones of dusty pink and salmon.  To flank this reopening, Etro has also chosen a special display for the boutique and facade consisting in the roots of the Tree of Life, clad in precious fabrics signed by the brand. Contemporarily, the rooms of the Mudec Museum in Via Tortona have hosted the exhibition titled  ‘Etro, Generation Paisley’, whose aim is to look back over ten five-year periods of activity and success.  The exhibition has placed visitors in front of an emotional kaleidoscope consisting of five different rooms showing garments, bags, accessories, fabrics, pictures, drawings, videos and photographs to represent a highly engaging stylistic experience developed down through the years.