FALL-WINTER 2022 AD CAMPAIGN

Ancestral and galactic, the desert is a place of yesterday but also of tomorrow. It is a very distant world, yet present; a land of all and no one. Shot by Henrik Purienne in Palm Springs, or maybe in Los Angeles, or even in Mauritania, or maybe on Mars? the desert is the backdrop of ETRO’s new ad campaign where geographical coordinates are of little use. The landscape is scorched, the colours are consumed by the sun and the all-around effect is amplified, as far as the eye can see.
The campaign draws on a journey, in time but also out of time, in contact with the rough purity of the elements which once again defines the wondrous spirit of ETRO in its nomadic and poetic universe with ardent but subtle sensuality.

Arriving in the desert aboard a corvette during a road trip, a man and a woman move between rocks and sand, dressed in clothes that echo moments of idealism and connection, away from the city, in worlds where man has no authority and where the power of nature runs wild. They are the models Mica Arganaraz and Sam Mallos. Everything in the images, from the analog grain to the wild and tactile textures, escapes a precise definition of space and time, while the nomadic personality of ETRO finds a binding expression. Is it the past or the future, has it already happened or is about to happen? Needless to point out, it is meaningless to pigeonhole it. What matters most is the peace that emanates from the journey: a message of calm and serenity, veined by a palpable desire, warmed by the burning light of the sun in the colours of the sunset.

"This campaign, the last as creative directors of ETRO, is a journey to a place that is in time, but also out of time. It is our road to nowhere to distant worlds, as far as the eye can see, strong in the nomadic and curious spirit that has always pushed us, because it’s never the destination that counts, but the journey itself" Kean and Veronica ETRO.