Heritage
A house, in its own words
Gerolamo “Gimmo” Etro opened a small textile studio in Milan in 1968. He collected rare fabrics, experimented with dyeing techniques, and quickly earned a reputation for vivid prints. By the early 1970s the studio supplied upscale boutiques across Italy, and the Etro name became linked with bold paisley and geometric motifs. In 1981 the family launched its first ready‑to‑wear line, extending the fabric expertise to clothing and accessories. The fashion house opened its first flagship store on Via Montenapoleone in 1985, cementing its presence in the luxury district. Etro introduced its inaugural perfume, simply titled “Etro,” in 1993; the scent combined citrus, lavender and amber, mirroring the brand’s colour palette. The 1990s also saw the debut of iconic prints such as the “Mosaic” pattern, which later inspired the visual language of several fragrance bottles. In 2000 the company moved its headquarters to a historic Milanese palazzo, where a dedicated archive now stores over 30,000 fabric swatches. The early 2010s brought a series of niche‑inspired releases, including Vicolo Fiori (2011) and Shantung (2016), each referencing a specific locale or material. Etro’s fragrance division partnered with Coty in 2020, allowing broader distribution while preserving the house’s creative control. Throughout its five‑decade history the brand has remained family‑run, with Gimmo’s sons, Michele and Riccardo, guiding design and expansion, and his grandson, Gabriele, overseeing the perfume line. Etro treats scent as an extension of its textile narrative. The house believes that colour, pattern and aroma can travel together, creating a multisensory story. Creative teams start with a cultural reference—an Indian market, a Mediterranean garden, a historic textile trade route—and translate that image into olfactory notes. The brand values authenticity, so it sources ingredients that reflect the origin story, whether it is Indian sandalwood, Moroccan rose or Indonesian patchouli. Etro avoids fleeting trends; instead it seeks timeless combinations that can be worn across seasons. The house also embraces sustainability, supporting projects that protect natural habitats tied to key raw materials. This philosophy appears in the way each fragrance is paired with a visual motif that mirrors the scent’s geography, reinforcing the idea that a perfume can be both worn and seen.