Etro’s show at Milan Fashion Week was strongly influenced by the South, as creative director Marco De Vincenzo explained. The event saw the fusion of fashion and music, with a live performance by Daniela Pes, a Sardinian artist who presented an original composition, written in an imaginary language.
Etro’s spring summer 2025 collection, presented on the second day of Milan Fashion Week, featured garments characterized by flared trousers and bright colors, inspired by the atmospheres of the South. The music of Daniela Pes, performed during the show, contributed to creating an emotional atmosphere, with a song written specifically for the occasion. Fashion and music, in fact, share a deep bond: both can draw inspiration from the surrounding environment and communicate emotions through images and sounds, without the need for direct explanations.
For the first time, De Vincenzo wanted a live musical performance during a fashion show. Before the event, he had the opportunity to talk to Pes. While the creative director claims not to be an explicit designer in his creations, Pes explained how he loves to shape words by transforming them into sounds, often creating invented languages to convey emotions rather than telling specific stories. His goal is to stimulate the audience’s imagination, allowing each person to interpret his songs in a personal way, not guided by the words. De Vincenzo also shares a similar creative approach, underlining how his collection, while recalling the Mediterranean, does not follow a specific theme, but is built through a layering of elements.
On the runway, the collection featured dresses with fluid volumes and rich prints inspired by Mediterranean nature, with bright colors that echoed the psychedelic music played by Pes. The artist revealed that he found inspiration in De Vincenzo’s previous collections, imagining the bright colors and decorative motifs typical of traditional Sardinian costumes. Pes also explained how each of his songs is associated with a different color, and De Vincenzo agreed on how colors, both in fashion and in music, can evoke emotions without needing to tell stories.
Both artists, Pes and De Vincenzo, draw great inspiration from their homeland. Pes recalled how her latest album, Spira , was written during the lockdown, while she was in Sardinia, immersed in evocative landscapes that deeply influenced her music.
Both De Vincenzo and Pes rely primarily on instinct in their creative process. The result of their collaboration was a fascinating mix of past and future: the cultural roots of Southern Italy merged with innovative musical experimentation. The show also marked a technological first, as Etro was the first maison to broadcast an immersive show using Apple Pro Vision headsets, allowing spectators to live the experience in a unique way, as if they were sitting in the front row.
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