With so many luxurious fashion brands across the globe, standing out from this prestigious clan is no easy feat. But Etro, the Italian fashion house, did so with its strong bohemian luxury aesthetic, consisting of a signature mix of prints, high-end craftmanship, and a deep-rooted expertise in textiles.
The brand has successfully blended its traditional heritage with modern flair, catering to clothing, accessories, and even home decor. Beyond fashion, Etro has cultivated a lifestyle universe shaped by travel, art, and a worldly sensibility that runs through each collection.
If you are already in love with Etro’s rich, vivid, and eclectic designs, here is a closer look at the Italian luxury brand and what makes it so distinctive.
Bohemian Luxury & Paisley Print
Widely considered a premier example of bohemian luxury, the eponymous label founded by Gerolamo Gimmo Etro in 1968 stood out with its free spirited and boho chic aesthetic.
Its interpretation of bohemian luxury put emphasis on high quality materials and innovative techniques, such as silk, intricate jacquard weaves, and fine textiles to create a refined sense of bohemian elegance. Yet its brand’s signature paisley print truly made Etro distinctive and instantly recognizable.
Introduced in 1981, Etro reinterpreted the classic paisley motif, derived from the ancient Persian boteh, a teardrop shaped form with a curved upper end. Later they appeared prominently in traditional Kashmiri shawls and were adopted as the brand’s trademark.
An avid traveller, antique collector, and a culture enthusiast, Gerolamo Etro began to play around with paisley print after his visit to India back in 1968, the year the company was also founded. There he developed a deep appreciation for traditional textile artistry and since then paisley pattern has become Etro’s calling card, appearing on ready-to-wear clothing, leather goods, and tailored pieces season after season.
Maximalist, Arnica Fabric & Pegasus Symbol
Perhaps it is Etro’s rich Italian heritage that made the brand stand out with its maximalist and expressive aesthetic, which appears across its vibrant ready-to-wear collections, striking accessories (silk scarves), and intricately detailed home décor pieces. Yet beyond its knack for bold designs, Etro has also developed refined artistic innovations that have further strengthened its identity.
One of them is the Arnica fabric, a signature coated canvas crafted by Etro artisans. Woven with five threads in contrasting hues to create a vibrant effect, the jacquard material was designed for durability while preserving the house’s distinctive paisley motif.
Most notably, Arnica is used in Etro’s popular bags and travel accessories, reflecting the brand’s textile expertise and its ability to merge artistry with function.
Next is Etro’s Pegasus symbol. Serving as the house’s heraldic emblem, the winged horse appears across garments, accessories, and notably on the Pegaso bag, adding a mythical and sophisticated touch to each collection, as quoted from the brand’s official website.
Success and Legacy
Approaching its 60th anniversary, Etro remains a brand on everyone’s lips. Perhaps it is due to the vision of its founder and his four children, who continue to shape the brand’s fascination with creating unique experiences in luxury fashion.
Speaking to GQ magazine, Kean Etro reflected on the brand’s enduring success, saying they simply don’t follow others. “Sometime s the world of fashion is obsessed with minimalism and patterns have been blacklisted. We are still producing paisley prints – the core of our identity – along with colourful collections, new every season and interpreted in different ways.”
The fashion house recently unveiled its Fall/Winter 2026 collection by Marco De Vincenzo, and Etro’s core DNA was still proudly displayed. From paisley patterns, sequins, and tartans appearing in sculptural dresses, knitwear, and outerwear, to their latest handbags, the collection exudes the brand’s signature maximalist-bohemian aesthetic, seamlessly meshed with contemporary adaptation.
With a strong connection to its heritage and a playful experimentation in fashion, Etro remains a luxury brand that everyone needs in their wardrobe. Shop the collection today at MAYFEYR.
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5 Italian Fashion Houses That Dominate the Global Luxury Industry: Part II