Io Myself.

Etro’s textile legacy has always been about turning colour and pattern into sensory experiences. In 2015 the house extended that philosophy into a unisex fragrance that would echo the vivid prints of its Milan workshops. Io Myself was conceived as a scent‑portrait of contrast: bright Mediterranean citrus paired with the deep, earthy tones of papyrus and oud, mirroring the way a bold paisley print can be both lively and grounded. The formulation brought together the brand’s love of aromatic herbs, warm woods and rich spices, creating a composition that feels like a woven fabric of scent.

The choice of mandarin orange and lemon reflects Etro’s fascination with sun‑kissed markets, while papyrus adds a dry, almost parchment quality that hints at ancient trade routes. Turkish rose absolute offers a floral heart that is softened by cedarwood’s dry timber and saffron’s golden spice, a nod to the house’s historic use of exotic ingredients sourced from India and the Middle East. This blend of bright and warm elements gives the fragrance a layered personality that feels both contemporary and timeless.

The opening erupts with mandarin orange and lemon, their sharp citrus instantly brightening the air, while papyrus and bergamot lay a subtle smoky veil that tempers the brightness. Within ten minutes the heart emerges: Turkish rose absolute unfurls, its petal‑soft scent wrapped in the dry, resinous embrace of cedarwood, while saffron threads a warm, slightly metallic spice through the mix, creating a sun‑lit garden feeling. As the fragrance settles after the first hour, the base takes over, the oud grounds the composition with a deep, animalic depth, complemented by amber’s sweet warmth, labdanum’s leathery richness, benzoin’s creamy vanilla‑like nuance, and a whisper of musk and Honduran styrax that linger on the skin for up to ten hours, leaving a lingering, resin‑sweet trail that feels like a well‑worn silk scarf.

Io Myself arrived at a time when gender‑fluid expression was gaining momentum in fashion, and its textile‑inspired concept resonated with a younger, more inclusive audience. By blending bright citrus with rose‑spice and deep oud, the scent mirrored Etro’s shift toward bold, artistic storytelling in perfume. Its unisex positioning encouraged retailers to feature it alongside both men’s and women’s lines, subtly challenging traditional market segmentation. Over the years, Io Myself has been cited in runway shows and art installations, reinforcing the brand’s reputation for cultural relevance. The fragrance’s longevity and projection have made it a staple for evening events, contributing to a broader acceptance of niche, narrative‑driven perfumes in mainstream retail.