ETRO, the esteemed Italian luxury fashion house, is set to revolutionize the fashion industry with an immersive experience via the Apple Vision Pro headset. This initiative will amplify the brand’s upcoming Spring 2025 runway show, offering a select group of guests and top clients a unique and highly engaging way to view the event.
On Wednesday, ETRO will provide eight guests in Milan and a selection of its top clients worldwide with the opportunity to watch the runway show live through the Apple Vision Pro headset. Guests in Milan will partake in the experience from the ETRO showroom, while top clients from flagships in key cities across Europe, Asia, the Middle East, and the U.S. will also enjoy this innovative viewing method. Following the show, clients will have the chance to rewatch the event and explore additional content at ETRO stores in Milan’s Via Montenapoleone, Tokyo’s Ginza, and New York.
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This activation marks the first time a fashion brand will broadcast a live runway show on the Apple Vision Pro, following the lead of other industry players like Mytheresa and J.Crew, who have already tapped into the device’s potential. Apple has described the Vision Pro as a “revolutionary spatial computer” that transforms how people work, collaborate, connect, relive memories, and enjoy entertainment. The device allows users to navigate and manipulate apps for movies, photos, and environments with eye or hand movements, or by tapping two fingers, requiring no additional devices beyond the headset itself.
While the Apple Vision Pro has not yet launched in Italy, ETRO has developed an app for the device with IT solution provider MMN, which will be available in the App Store in markets where the device has already been released. This effort is not ETRO’s first foray into digital innovation. Earlier this year, creative director Marco De Vincenzo collaborated with digital artist and prompt designer Silvia Badalotti to create AI-generated fantasy scenes for the brand’s Spring 2024 women’s collection advertising campaign.
ETRO has also been at the forefront of metaversal movements. In 2022, the brand participated in Metaverse Fashion Week (MVFW) in the blockchain-based virtual world of Decentraland. For this event, ETRO showcased a figure-eight-shaped catwalk adorned with its signature “Liquid Paisley” motif, which was also featured on the virtual lineup worn by male- and female-looking avatars.