Thursday, October 16, 2014

Etro Enlists Ninagawa Y

Etro this morning unveiled its latest artistic collaboration, and this year has enlisted Japanese photographer and film director Mika Ninagawa to give its signature paisley print a spin.

"I like working with artists who have a different culture," Jacopo Etro, creative director of the Etro accessories and leather, told us at the brand's Old Bond Street shop yesterday. "For me to work with an Italian artist it's not so interesting, but to work with different cultures can really melt with our DNA and I think the mixture of different DNAs give you something more interesting - an evolution of something."

Etro first met Ninagawa six years ago at the Etro Circus in Tokyo and the two became firm friends, not to mention fans of one another's work, so when it came to collaborating this time, Etro gave her free reign over the collection.

"Etro is really good at mixing something new with something that is very traditional, so it is great that Jacopo gave me lots of freedom - he said I can do anything I want!" Ninagawa said. "Because of this freedom I could do a lot more."

The collection is an eclectic fusion of Etro and Ninagawa's aesthetics, featuring stars, butterflies, and of course the paisley swirl in a rainbow of colours. It is this optimism that made the photographer the perfect fit for the brand.

"The artists we work with have to be positive and there must be warmth," said Etro. "I like the idea that they love colour, because Etro is colour. Colour gives a lot of energy and Mika has all this. Plus she is a really nice person, and it's important to work with people that are nice."

The collection is available now at Etro.com.