Etro has unveiled its Fall/Winter 2025–2026 campaign, titled Magma – Primordial Future, photographed at Casa Dinosauro in Baratti.
The project sets out to merge ancient natural forms with modern architectural vision, creating a visual dialogue between fashion, landscape and structure.
The campaign situates its characters within the sculptural walls and curved interiors of Casa Dinosauro, a setting that channels the appearance of eroded stone and cavernous rock formations. While reminiscent of landscapes shaped by geological forces, the space is in fact a work of architectural design. The chosen location underlines the campaign’s central theme: a play between the primordial and the contemporary.
Etro’s creative direction brings together natural textures and organic references in a collection that interacts closely with its environment. The imagery draws on elements that evoke the origins of nature, reinterpreted through fashion design. The campaign features pieces inspired by early furs, earthy prints, and botanical jacquards reflecting the foliage of the surrounding trees. Knits with fringed finishes echo the textures of animal pelts, while fluid dresses are likened to air carrying petals, emphasising movement and lightness.
The result is a seamless blending of garments and environment, positioning the collection as part of a wider landscape rather than distinct from it. This approach highlights Etro’s interest in reimagining natural inspiration through a modern lens, situating fashion within both a physical and symbolic context.
Photography for the campaign was led by Louise and Maria Thornfeldt, whose images are composed to resemble cinematic stills. Their work captures the balance between solidity and fluidity, reflecting the juxtaposition of Casa Dinosauro’s structure and the organic inspirations of the collection.
