Etro Spring Summer 2020 Advertising Campaign

A journey happening on a well aged sailing ship that speaks heritage, tradition and adventure like a cherished family treasure passed from one generation to the next. That's what ETRO is about, after all, with a wandering clan of nomadic characters to prove it. A bunch of beautifully diverse individuals - Lauren Hutton, Karen Elson, James Turlington, Alton Mason, Ugbad Abdi, Fei Fei Sun, Lexi Boling, Mark Vanderloo and Abby Champion - a drop of Paisley in their mind as the only common thread, gather on the shore.

Sailing is an apt metaphor to tell this ongoing tale

If life itself is an adventurous journey, an exploration into the unknown that is physical as much as it is psychologic, then we are all nomads. Each one with his or her destiny and destination, endlessly crossing paths with other humans, decamping to other places, absorbing everything, everywhere, writing personal stories day after day.

The characters get their portrait taken, in natural light, against a white backdrop, and then board the ship to sail into the unknown. Travel, according to ETRO, is more about the journey than the destination; it is about discovering the unseen, be it nature or culture; it is about a quest for personal and cultural freedom. As all nomads, which means as human beings, no one will be the same once the travel is over, if it ever is.