A fashion brand with a legacy of 50 years is a testament to its effervescence and foresight. Enter Etro, the Italian label that recently marked half a century churning out their signature paisley garments for their high-luxury clientele. To celebrate this milestone, they have debuted a special capsule collection—aptly titled Etro 50—that was designed by Kean and Veronica Etro.

The collection took the traditional Etro silhouette and gave it a contemporary twist (see: streetwear). Just imagine sweatshirts and hoodies splashed with the vibrant, psychedelic Etro colours and a new Etro 50 crest. Some pieces also have the free-spirited quote, “Faithful to Love and Beauty” inscribed in various Bohemian styles that are so classically Etro.

To show off the collection is the newly revamped Etro Paragon boutique. The 1700 sq ft space draws from the Etro family’s passion for art and culture. Walking through the boutique just gives you a sense of the Italian opulence with its gilded racks and smooth marble floor that Jacopo Etro wanted to convey.

“I am thrilled to unveil the newly renovated Paragon boutique on our 50th anniversary,” said Etro, the Home and Textile Creative Director of the fashion house. “This is a significant landmark for our entire Etro family. We constantly seek to maintain a traditional quality through pattern, while adding a twist with daring colours and innovative combinations.”

The Etro Paragon boutique is located at #01-30, Paragon, 290 Orchard Road.

Josiah Neo
Josiah Neo is a tech writer who contributes occasionally to the fashion, travel, and culture beats. When he’s not busy keeping up with the keynotes, he’s probably stuffing his face with the best Melbournian donuts (at Shortstop, BTW) or watching his favourite esports team, the Los Angeles Valiant, pummel their opponents into oblivion.