While Fashion Week is currently taking place in Milan, Etro is presenting its spring/summer 2025 show this Wednesday evening, September 18. While hand-picked guests will be able to enjoy it live and IRL, the Italian house will allow a handful of friends and family to follow the show remotely thanks to Apple Vision Pro headsets.
Mixed reality at the service of Fashion Week
Limited seating should no longer be a barrier to experiencing a Fashion Week show. That’s Etro’s approach, anyway. The Italian brand has turned to technology to allow eight Milanese guests and a selection of its best clients to follow its spring-summer 2025 fashion show this Wednesday, September 18 as if they were there, but from the comfort of the Etro showroom.
For this, Etro will use the Apple Vision Pro headseta tool that covers the eyes and projects digital content into the physical space of the guests using mixed reality. Users will be able to experience the show in real time and rewatch it with the same process, while accessing new content. Etro thus becomes the first high-end fashion brand to broadcast its show live via this headset developed by the digital giant, which has not even launched it on the Italian market yet.
Etro: the new luxury through technology
It’s no wonder that Etro is trying out this kind of digital initiative, which is an integral part of its vision of luxury supported by technology. The brand had already unveiled a collection during the Metaverse Fashion Week organized by the Decentraland platform. More recently, a few months ago, the house had launched a communication campaign designed with artificial intelligence, thought up by the digital artist and “prompt designer” Silvia Badalotti.
As a reminder, L Catterton, the Franco-American investment structure co-founded by LVMH, acquired a majority stake (60%) in Etro in 2021. According to information reported by MF Fashion last July, the Italian house benefited from a new recapitalization of 1.73 million euros, following the 15 million euros committed in the fall of 2023. L Catterton could also, according to the media, increase its capital in the brand.
