Etro’s upcoming Spring 2025 runway show will be immersive and innovative.
On Wednesday, the brand will allow eight guests in Milan, along with select top clients worldwide, to watch the show live using Apple Vision Pro headsets for augmented and virtual reality.
Guests attending in Milan will enjoy the experience from the Etro showroom, while top clients from flagship stores in key cities across Europe, Asia, the Middle East, and the U.S. will also participate. Following the show, Etro stores located on Milan’s Via Montenapoleone, Tokyo’s Ginza, and in New York will provide clients with the chance to rewatch the event and access additional content.
This activation marks a significant milestone as it will be the first time a fashion brand broadcasts a live runway show using the Apple Vision Pro. Other industry players, such as Mytheresa and J.Crew, have also begun exploring the potential of this technology to enhance customer engagement.
Apple describes its Vision Pro as
“a revolutionary spatial computer that transforms how people work, collaborate, connect, relive memories, and enjoy entertainment.”
Users can navigate and manipulate apps for movies, photos, and environments using only eye movements, hand gestures, or by tapping two fingers, eliminating the need for any additional devices.
While the Vision Pro has not yet launched in Italy, Etro has developed an app for the device in collaboration with IT solution provider MMN. This app will be available in the App Store in regions where the device has already been released.
This isn’t Etro’s first foray into digital experiences. Earlier this year, creative director Marco De Vincenzo embraced the unconventional title of his Spring 2024 women’s collection, “Nowhere,” in the season’s advertising campaign. He collaborated with digital artist Silvia Badalotti to create various fantasy scenes using AI.
Etro has also been a pioneer in the metaverse, participating in Metaverse Fashion Week (MVFW) in 2022 within the blockchain-based virtual world of Decentraland. For this event, the brand showcased a figure-eight-shaped catwalk adorned with its signature paisley motif, dubbed “Liquid Paisley,” which also featured in the virtual lineup worn by avatars.
