In an exciting development for the fashion world, Etro CEO Fabrizio Cardinali has revealed that the prestigious Milan-based fashion house has entered into a partnership with Rams Global. This collaboration comes on the heels of the brand's acquisition by L Catterton in 2021, marking a new chapter of growth and innovation for the Italian fashion and lifestyle label. Together with the renowned Turkish real estate group Rams Global and the esteemed Italian luxury furniture specialist Oniro, Etro is embarking on an ambitious venture: its inaugural luxury residential project nestled in the captivating city of Istanbul, historically known as Byzantium and Constantinople. This remarkable initiative aims to harmoniously blend the timeless elegance of Italian design with the rich cultural tapestry of Istanbul’s storied past. Anticipation is building as Etro prepares to unveil luxury residences that promise to redefine opulence in this vibrant metropolis. The brand will take charge of designing 37 of the residence’s 40 floors within a stunning new high-rise, slated to debut in the latter half of 2026 in the bustling Malask business district on Istanbul's European side. Residents will enjoy breathtaking panoramic views of the iconic Bosphorus, a natural waterway that divides Europe and Asia. Adding to the allure, the acclaimed firm La Maison Transalpine will curate the design of each 2,000 m² living space, ensuring that both the interiors and communal areas exemplify sophistication and style in every detail. This project not only reflects Etro’s commitment to luxury and artistry but also offers a unique opportunity to experience the ambition and beauty of Istanbul living.
Italian fashion and luxury brands, including the renowned Armani, have long established their presence in the home interiors market with their exquisite home collections. In addition, other illustrious names such as Roberto Cavalli, Dolce & Gabbana, and Missoni are venturing into the hotel and real estate sectors, a trend that has sparked interest among brands across the globe. The Oniro Group is set to develop an enchanting range of products for the ETRO Home Interiors collection, which will feature meticulously crafted furniture and fully customized elements tailored to individual tastes. This collection draws inspiration from vibrant exotic atmospheres and far-flung lands, artfully showcasing the evocative power of symbolic language through the skilful use of luxurious fabrics. At the heart of the collection lies the iconic Paisley motif. This age-old Babylonian decorative design, inspired by the delicate bud of the date palm—often referred to as the "tree of life"—is reimagined in an enthralling interplay of references and innovative designs, capturing the essence of cultural richness and timeless elegance.
The collection stands out for its exquisite use of refined fabrics and top-quality materials, a testament to the remarkable craftsmanship that is synonymous with the Made in Italy label. ETRO Home Interiors embodies a vibrant and cultured lifestyle, seamlessly blending elements of art, creativity, and an array of lively colours to create an inviting atmosphere. Established in 1968 by Gerolamo Etro, the brand originally focused on fabric manufacturing but has since evolved into a prestigious global entity that offers a diverse range of products. Today, ETRO's offerings include stylish ready-to-wear clothing, elegant accessories, captivating fragrances, luxurious household linens, and decorative items, all prominently featuring the iconic paisley motif that has become the essence of its brand identity. In its recent seasons, ETRO has expanded its horizons by launching a stunning new eyewear collection, securing a perfume license to enrich its fragrance repertoire, and introducing ETRO Kids—a charming line of children’s clothing that beautifully complements its existing men's and women's collections. A significant milestone occurred in July 2021 when L Catterton acquired a majority stake in the company, purchasing 60% of its shares. Despite this change in ownership, the legacy continues as the four heirs of the brand’s founder, Ippolito Etro—Jacopo, Kean, and Veronica—retain the remaining 40%, ensuring that the spirit and vision of ETRO endure.
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