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ETRO Now Here SS 2024 Women's Collection





A place that is not there, that doesn’t exist. A place made possible by the imagination in which, for example, columns that recall the remains of a temple emerge not in the middle of the forest but in the heart of the city, where vestiges of a curious civilization have suddenly resurfaced.


Nowhere is the elsewhere that becomes tangible and with it, the overthrow of every rule, of every rational thought, of every logical consequentiality. Nowhere is a metaphor for fashion; a land in which everything is allowed because the combinations of elements are virtually endless. And so, here are the brocades and jackets with a Western flair, the tie motifs and stripes, and the denim and terry cloth that come together in a stylistic non-place at once syncretic and vital.


The toes of Texan boots meet fabric braids and wide shirting reimagines illustrations of a mysterious island where they are joined together with striping in voluptuous swirls. All of this is enhanced with a certain etherealness and enlightened sense of free spirit. This is a veritable multiplication of motifs and echoes contained in a silhouette, by contrast, of absolute and irrepressible precision: straight and vertical, or opening up at the bottom, elongating and figure hugging with blazers and varsity jackets that envelop in protective volumes.


To seal this reverie, an ancient Mycenaean symbol: an octopus, a sign of rebirth, a wish for good luck. And, at the lobes, a blindfolded goddess in the form of an earring as if to say dare and you will be rewarded, another way of describing the daily act of getting dressed and playing freely using only instinct and imagination



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