Etro started was just in line with the trend of the times - the hippie movement . Around 1968, an unprecedented hippie cultural trend emerged in Europe and the United States. The hippies, known as "flower children", started the theme song of the European and American world in the 1970s with the slogan "peace and anti-war".
The hippie trend of the 1970s
During this period, denim bell-bottoms, paisley patterns, and Chinese tie-dye became the most distinctive trend categories.
The Beatles
Among them, paisley pattern is our highlight today. There is a brand that started with paisley pattern and has developed to this day. This is Etro.
paisley pattern
Paisley pattern originated from ancient India and Persia, and spread to Europe and Africa through the overland Silk Road. Paisley pattern and "One Thousand and One Nights" have the same historical trajectory in terms of time span, spatial breadth, and aesthetic domestication. Ancient India Paisley pattern is regarded as the embodiment of "eternal bodhi tree", Persia regards it as the "pickle" pattern of daily garnishes, Iran and Kashmir call it "Badam pattern" or "Kashmir pattern", Europe imagines it as "Welsh pear", Africa calls it "cashew pattern", etc.
Illustrations from "One Thousand and One Nights"
Illustrations from "One Thousand and One Nights"
If a new species wants to take root and thrive in a new territory, it must be combined with the local awareness concept that is easy to understand and has the most mass base. "Iconographic attraction" is the panacea for brand globalization.
Ancient India
The ancient Indian Mughal Empire king " Akbar " and his great-grandson " Aurangzeb " had their crowns decorated with paisley crowns inlaid with jewels.
The Mughal King "Akbar"
The Mughal King "Aurangzeb"
Aurangzeb's mother, The owner of the Taj Mahal-the queen's jewelry phoenix crown of "Ajman Banu", all highlights the lofty status of paisley in the Mughal Empire.
Aurangzeb's mother "Ajman Banu" Jiman Banu"
The life cycle of the Mughal Dynasty is equivalent to the heyday of the middle and late Ming Dynasty and Qing Dynasty . Corresponding to the "dragon and phoenix" symbolic decorations used by the royal families in the Ming and Qing dynasties, it is the "dragon and phoenix" symbols exclusive to the Mughal Dynasty. Paisley pattern", therefore, from a symbolic point of view, paisley pattern is a living fossil that witnesses the historical mark of the Mughal Dynasty.
Durbar Meeting in Mughal Miniature Paintings
There are always some rules to follow in the history of clothing evolution. The fabric styles and graphic symbols used by the royal family in the previous dynasties may become the most common items in the homes of ordinary people in the new era. The "dragon and phoenix" of the Ming and Qing Dynasties and the Mughal "paisley pattern" would have been punished if ordinary people used them in that era. Times have changed and the dynasty has passed. Nowadays, domestic wedding attire pays attention to "Feng Guan Xia Pei",
Fengguan Xia Pei
Similarly, today's Indian sarees can also use paisley pattern without scruples.
Indian Sari
“In the old days, kings would fly to the homes of ordinary people in front of the hall. "Perhaps this is the progress of the times!
Iran
Clothing of the Zande period in ancient Persia and Iran (1750 AD - 1796 AD), modern Iranians restored based on historical paintings, paisley pattern hair crowns and skirts.
Clothing of the Zande period
Clothing of the Zande period
Europe
Paisley fabrics followed the caravans of the ancient Silk Road and were sold to Europe, and were favored by European royal nobles. The French Queen Josephine was a loyal fan of paisley fabrics.
Josephine, Queen of France
European Oil Paintings of the 19th Century
European Oil Paintings of the 19th Century
As the demand for paisley fabrics from the upper class in Europe grows, relying solely on Indian origin can no longer meet the growing market demand, so various parts of Europe have begun to imitate it. Among them, the town of Paisley in western Scotland is the most famous. Local skilled craftsmen have transformed this pattern to make it more refined and more in line with European aesthetics, hence the name "Paisley".
Paisley pattern shawls worn by European women
Victorian paisley pattern
Victorian paisley pattern
Victorian paisley pattern
Victorian paisley pattern
Victorian paisley pattern
Etro
Etro is the master of paisley patterns. Here there is a huge database that simulates different forms of paisley patterns. From a mathematical point of view, paisley patterns are a series of intersections or unions of multiple circles of different diameters. They appear on a two-dimensional plane as an organic arrangement of large and small ellipses.
Paisley pattern
Changes in the diameter of the circle will directly affect the shape of the paisley pattern, whether it is long or short, wide or narrow. Coupled with the random combination of color filling, a single paisley pattern has a huge number of random combinations, not to mention the combined composition of two or more paisley patterns. The integration of scaling, color, texture, shadow and other elements gives the paisley pattern a massive database.
Paisley pattern
Paisley pattern
Paisley pattern
Etro's patterns are not limited to paisley patterns, but are also committed to the research, development and drawing of patterns in nature, biology, physics, mathematics, life sciences, etc.
Chiffon
Chiffon (silk) is light and soft in texture, and the paisley pattern formed by the woven pattern of warp and weft lines is made into a mid-length dress through proofing, cutting and turning. It itself gives the chiffon (silk) fabric a smart and charming function. And this kind of exotic BGM pattern, under the influence of wind, creates a psychedelic atmosphere, which has captured the hearts of a large number of girls. Midi-length skirts printed with paisley patterns in the camera are always the most eye-catching scenery in nature. With the advantages of covering flesh and modifying body shape, the market demand for paisley midi-length skirts has always maintained a steady growth. Etro's paisley chiffon skirt comes with numerous patterns:
Etro2022 Early Fall
Etro2022 Early Fall
Etro2022 Spring and Summer
Etro2021 Early Fall
Etro2021 Early Autumn
Etro2021 Men's Spring and Summer
Etro2020 Autumn and Winter
Etro2020 Early Autumn
Woven
Pattern, fabric, and pattern are the three major elements of ready-made clothing. If pattern is quantitative and pattern and fabric are variables, the same pattern applied to different fabrics will produce completely different effects. Chiffon (silk) fully embodies the elegance of paisley pattern. Weaving is the carrier of the heavy feeling of paisley pattern. Soft wool draws mosaic-style totem patterns in a fully automatic integrated knitting machine.
Etro2022 autumn and winter
Etro2022 autumn and winter
Etro2022 men's autumn and winter
Etro2022 men's autumn and winter
Etro2022 Early Autumn
Etro2022 Early Autumn
Etro2021 Early Autumn
Etro2020 Autumn and Winter
Phi
Among the many commodities traded on the ancient Silk Road, the most valuable in the market was Persian (paisley) carpets. Even before the currency exchange rates of various countries were officially established, the expensive market value of Persian carpets was enough to serve as currency value for equivalent exchange of things.
With the rapid development of modern textile industry technology, wool and cashmere fabrics have been mass-produced through industrial-grade workshop assembly lines. After seeing the expensive market value of paisley carpets, Etro, which understands the high brand premium, has made wool and cashmere shawls as its flagship products in early autumn and autumn and winter. This animal fur item, originally used by primitive tribes to cover their bodies and keep warm, has been processed and improved with modern fabrics and techniques, and has become the meat and potatoes of Etro's premium price. Compared with the price of single-volume shawls, wearing a shawl can achieve higher profits. Some people may question the market sales (practical wearability) of this type of waistcoat. People who buy this type of waistcoat neither need to use a waistcoat to keep out the cold or wind, nor do they need to cook soup or do housework. A waistcoat is just the most common piece of clothing in their cloakroom.
Etro2022 autumn and winter
Etro2022 early autumn
Etro2022 early autumn
Etro2022 early Autumn
Etro2020 Early autumn
Etro2020 Early spring
Etro2018 Autumn and winter
Fur one
Everyone who makes clothing knows that there is a "conventional" rule in the clothing industry. Every autumn and winter, merchants in the first-level wholesale market for wool materials "report price increases." Wool prices rise, and the procurement costs of clothing manufacturing manufacturers or companies increase accordingly. They increase the price step by step, and in the final terminal sales link, the price of the finished product will naturally become higher and higher.
Etro's wool and cashmere are the brand's high-premium products. The high premium involves two layers of logic. One is the ability to control procurement costs, and the other is the high added value of products based on cost control. For large enterprises with strong financial resources, the most effective way to control the cost of raw materials is to establish and improve their own wool breeding bases. In the short term, it does involve a huge cost, but in the long term, it opens up all links from the source to the factory floor. While the wool (raw materials) is produced and sold by itself, the excess wool can also be sold to upstream and downstream companies, and the brand's own process line can help other brands to do OEM work. From raw materials to sales, after all links are connected, in addition to meeting the needs of the company itself, each link can be efficiently utilized, and it is impossible not to make money.
Although Etro has not yet joined the world's luxury ranks, its unique decorative charm and strict Italian manufacturing standards have made it stand out and unique in the ever-changing fashion world for forty years. It is already a very successful brand that is determined by its decorative patterns.
Etro2022 Early Fall
Etro2021 Fall and Winter
Etro2020 Early Fall
Etro2018 Fall and Winter
denim
The denim fabric with paisley pattern can be machine embroidered or jacquard. Machine embroidered is a layer of relief treatment on the denim, which has an obvious concave and convex texture to the touch. Stretch jacquard fabrics are generally made using 3D embossing or burning technology. Whether it is 3D embossing or burning technology, the final presentation is the contrast between the two color blocks of the pattern. This technology is already the most basic level of craftsmanship for making denim in areas with developed coastal manufacturing industries.
Etro's stretch jacquards have multiple colors smudged and spread out at the same time in the meandering veins of the paisley pattern. Obviously, it cannot be completed by simple embossing and burning. From the establishment of the pattern, the twisting and dyeing of yarn count , arranging the pattern on the machine to the final weaving into pieces, every process must go through strict layout composition and precise screening. Similar to many jacquard fabrics with complex craftsmanship, there cannot be any sloppiness or flaw in the hundreds of thousands of warp and weft threads, which greatly tests the technicians' vision, endurance and physical strength. It is only natural that the price of the finished product is high.
Etro2020 Autumn and Winter Machine Embroidered Denim
Etro2021 Early Autumn Burnt Flower Craft
Etro2020 Spring and Summer Paisley Pattern
Etro2020 Spring and Summer Paisley pattern
Etro Spring/Summer 2020 Paisley pattern
vest
Throughout Etro's previous ready-to-wear series, the embroidered vest is its unique brand tone. For many affordable luxury brands of the same type, they launch poplin , chiffon, Tencel and other mid-length dresses every season. How do you stand out among the many homogeneous brands? The vest is Etro's unique accessory label that distinguishes it from other homogeneous brands. It is made of velvet, knitted, corduroy , fur and other materials. Modified with various patterns and patterns, it looks particularly unique. Perhaps Etro's vests are not on many people's shopping lists, but there will always be many people who continue to learn how to wear Etro's vests. This is the subtle appeal of the brand.
Etro2022 autumn and winter
Etro2021 early autumn
Etro2021 early autumn
Etro2020 Early Autumn
Etro2020 Early Autumn
Etro2020 Spring and Summer
Etro2020 Men's Spring and Summer
