The signature design concept of fashion transferred to perfume
In spring 2009 the Italian fashion brand Etro presents its fragrances under the motto 'Flower Power' in a new packaging with black/white paisley motifs with a lilac banderole and a smaller, portable size of 50ml bottles.
fig.: Vicolo Fiori (Vicolo Fiori is the name of Gimmo Etro's first shop in Milano) was launched in 1989, the year Etro started to produce fragrances. In the same year Etro presented Ambra, Gomma, Heliotrop, Magot, Patchouly, Royal Pavillone, Vetiver, Palais Jamais. Vicolo Fiori was re-launched in 1996.
The paisley motifs are a homage to the history of the Milanese textile company Etro, founded by Gimmo Etro in 1968. Etro's paisley fabrics are the signature design of the label. Since 1981 it appears in the Etro collections. Today, Etro presents men's wear, women's wear, leather goods, home accessories and perfumes.
The typical Etro style - the mix of different cultures, materials in one outfit - makes the combination of the pieces easy. The same style can be found in the perfume collection: each scent can be worn alone or in an individual mix, the Etro scent layering.
So you can become your own 'createur' of the perfume you wear.
Video: Etro women's wear spring/summer 2009. By youtube.com/user/ErichBen.. Veronica Etro, since 1997 the head of Etro women's wear, mixes in the tradition of the house fabrics and textures. The layering evokes the impression of lightness. The keywords of the collection are: easy, relaxed and simple. Blazers over pyjama pants, jumpsuits, baggy shorts combined with silk tanks, chiffon dresses and floating balloon skirts. The trend for dressing down in the evening makes the lines to day wear fluently. The collection focuses on Etro's paisley motifs, reinterpreted in unexpected colors and configurations.
The booklet 'Flower Power'
The new designed packaging is accompanied by a booklet which gives an insight into Etro's philosophy and the inspirations for the olfactory products.
The texts and images are arranged to play with our imagination. The articles contain information about the meaning, the history and the main scent's role in the olfactory story with a cooking-recipe alike ingredient list for each scent and most interesting: the inspiring source.
The Bluebells, dance corps in Paris and Las Vegas
In the case of Vicolo Fiori the inspiring source are 'The Bluebells', a dance company founded by Margaret Kelly in 1932 in London and famous for their performances at the Lido in Paris and Las Vegas. The name 'Bluebell' comes from the blue eyes of Margaret Kelly (died 2004). "The Bluebells" are very tall women which come mostly from classical ballet. They are legendary and the group is until today on stage at the Lido in Paris. (Read more about Margaret Kelly in The New York Times, 2004.)
The flower 'bluebell'
The bluebell, or wild hyacinth, is the main scent of this fresh florals not too sweet and not too fruity fragrance made of mandarin, wild rose, ylang ylang, musk, sandalwood... The text explains why the bluebell has an extraordinary place in the world of fragrance: it is a 'pioneer' thanks to its ability to take root in places where nothing else would grow. The bluebell grows on beaches, high mountains, everywhere. "It charts the path for other plants."
Later in the text the author declines the flower female. This is the moment you recognize that you are reading a love poem: "...she doesn't grab the limelight, but certainly knows how to make a difference."
The booklet is divided in chapters named after colors: "Like the alchemist’s most treasured volume, each page explores the colour syntax before telling us the story and giving us the magic formula of each of the 22 Etro fragrances."
On Etro's website you can find information about the research activities such as collecting, vintage clothes (form the first half of the 18th century to the second half of the 19th), sacred vestments (15th and 16th century), antique books of the family's library, collections, videos... www.etro.it.