2024/10 Etro – FW24
Details:
Etro and Wolford
Fall-Winter 2024
Via Monte Napoleone 5, Milan
Review:
by Peter Hamer
november 01, 2024
The Etro x Wolford collaboration feels like a story missing its central plot—a fusion where brand identities should complement and elevate each other, yet seem to exist side by side without real connection. Wolford, known for its technical mastery in hosiery and past partnerships with brands as varied as adidas and Alberta Ferretti, has a legacy in the industry that positions it as both a supplier and a brand. Historically, Italian brands would proudly acknowledge their producers, crediting craftsmanship as part of the product’s allure. But as brand stories have taken precedence, the origins of the product have slipped out of focus, leaving behind a void in transparency that today’s consumers are starting to notice.
In the retail display execution of this collaboration, this lack of clarity becomes all the more apparent. Etro’s window display, centered around its own FW24 collection, borrows from its show decor to create an atmosphere familiar to its audience. Yet the subtle mention of Wolford’s involvement feels almost like a whisper lost in the wind, leaving customers wondering, “What is Wolford’s role here?” There is no visible connection to Wolford’s product in the display, and thus, the brand’s presence risks being overlooked entirely or, worse, misinterpreted.
On the other side, Wolford’s approach is clear—it presents the Etro collaboration within its own branding framework, yet it doesn’t push the synergy further, leaving the collaboration’s full potential untapped. The campaign seems more like a short-lived encounter than a true merging of brand identities. The underlying message of quality and emotion, inherent in both brands, is overshadowed by the ambiguity in execution.
For customers viewing the Etro display, the strongest association they bring to Wolford is hosiery—yet the grey wool/cashmere socks in the window aren’t even part of the collaboration. This choice doesn’t just feel like a missed opportunity; it actively misleads the customer. With Wolford’s name subtly introduced but none of its signature products present, the display dilutes the collaboration’s message and leaves the viewer puzzled. The display suggests a partnership but doesn’t deliver on the key elements customers expect from Wolford, weakening the impact of the collaboration and muddling the brand story.
In the end, this collaboration feels like two concepts running parallel rather than intersecting. Etro’s FW24 collection display includes Wolford pieces in-store, but only in the background. This approach reduces what could be a rich, immersive experience into a mere addition to the window—an afterthought, rather than an integrated story. As a customer, you’re left with little reason to linger or connect with the brands beyond a passing glance, making this collaboration a moment that fades as quickly as it appeared.
Reference Display:
2024/10 Wolford – Etro X Wolford
