Etro Magic Tailoring tells the story of the maison's tradition

In a new tale inspired by Etro Unique, the Made-to-Order service of men's tailoring, Etro expresses all the tradition and know-how that have made the maison great. The short film is named Magic Tailoring and explores this new chapter for the brand starting from the inauguration of a dedicated retail space at Via Monte Napoleone 5. Directed by the filmmaker and multidisciplinary artist Virgilio Villoresi, the film was made using stop motion technique and deals with the theme of heritage through a playful lens, imagining an atelier where different tools and objects come to life.

In Magic Tailoring, surreality and dream intertwine portraying jackets and suits engaged in a colorful dance, the energetic union between imagination and savoir-faire that has always made Etro a unique maison. The short film presents the main steps of the creative process and production of a garment through protagonists such as the measuring tape and the sewing machine, the precious fabrics signed by Etro, the scissors, and the buttons. The narrative device plays with the concept of customization stimulating the viewer's imagination, and thus the mastery of the tailors becomes a moving work of art. With a nod to the brand's history, in the background, you can see the Milanese palace of Etro on Via Spartaco.