Etro chose the desert as the location for its new campaign

For the new FW22 campaign Etro chose to explore the aesthetic imagery of the desert. A land of everyone and no one, both ancestral and galactic, shot by Henrik Purienne in Palm Springs where the colors are consumed by the sun. The script sees a man and a woman - they are models Mica Arganaraz and Sam Mallos - moving between rocks and sand, arriving in the desert aboard a corvette during an on-the-road trip, dressed in clothes that weave an ode to the wild and subversive power of nature. 

Everything in the images, from the analog grain to the deeply tactile textures, eludes precise definition of space and time, while Etro's nomadic personality finds its own expressive dimension in the desert. «This campaign, the last as Etro's creative directors, is a journey to a place that is in time, but also out of time. It is our road to nowhere to distant worlds, sunny as far as the eye can see, strengthened by the nomadic and curious spirit that has always driven us, because it is never the destination that counts, but the journey itself», said Kean and Veronica Etro.