The campaign's central idea is the "Nowhere," an imaginary place where reality is unrestricted and creativity is paramount. Using AI as a tool to realize their shared vision, De Vincenzo and Badalotti work together to bring life to this ethereal realm. They create images and circumstances that defy expectations, a visual story that blurs the borders between the concrete and the abstract, much like master painters of the digital era.
Every item of clothing in the SS24 collection is transformed into a blank canvas ready for your interpretation. The ad takes viewers to exotic settings where astronomical vistas turn into confined spaces and architectural wonders defy gravity. Humanity assumes a dual nature in these fantastical environments, both familiar and strange, as it investigates the many combinations of genetic variety.

The introduction of ETRO's first eyewear collection created in partnership with the Safilo Group is one of the campaign's centerpieces. These eyewear pieces, which are a part of the larger story of "Out of time, in another space," perfectly capture the essence of ETRO's distinctive style by fusing classic elegance with cutting-edge flare. Every design, from sunglasses to optical frames, embodies the brand's dedication to quality, turning eyewear into a standalone narrative medium.
ETRO's SS24 campaign defies fashion advertising norms by fusing technology and creativity, taking viewers on an adventure to the limits of creation. Boundaries vanish and opportunities abound in the Nowhere, serving as a constant reminder that the real meaning of fashion is found in the limitless domains of the imagination rather than in the actual clothing. The future of fashion is only constrained by our imaginations, as we are reminded as we set out on our journey into the unknown. True invention is boundless.