Etro Enlists Francesco Meda for Its Fall/Winter 2026/27 Men’s Campaign

Italian luxury house Etro has unveiled its Fall/Winter 2026/27 men’s advertising campaign, starring Milan-based designer Francesco Meda.

More than a portrait of the season’s looks, the campaign explores a quiet dialogue between fashion and design, tracing how creativity across the two disciplines can converge within a singular point of view.

The campaign was photographed inside Meda’s own studio, where his ideas and projects take shape. Design research, personal collections, and objects gathered over time inhabit the space alongside Etro’s clothing, allowing the collection to settle naturally into the designer’s creative world.

Summary

Where Curiosity Connects Fashion and Design

A recipient of the Compasso d’Oro, Meda works as a product designer while also approaching the world with a collector’s instinct. Objects, experiences, and lasting impressions accumulated over the years have come together to form an imaginative landscape that is distinctly his own.

At its center is a curious and eclectic sensibility, one that moves freely between disciplines, cultures, and periods. It is an approach that resonates closely with Etro, a house long defined by its ability to bring disparate references together and translate them into new forms of expression.

The campaign places the house’s history, signature motifs, and textile expertise in conversation with Meda’s design vision, shaped by curiosity and a refusal to settle into routine. Rather than presenting fashion as a finished image, Etro frames each collection as a journey connecting different worlds, cultures, and influences. Through the intimate setting of Meda’s studio, that philosophy takes on a distinctly personal dimension.

Paisley as a Link Between Heritage and the Present

Throughout the campaign, Meda wears looks from Etro’s Fall/Winter 2026 collection.

A tailored jacket is layered over a blue polo shirt and denim. Elsewhere, a velvet suit, a silk shirt paired with fluid trousers, and a tone-on-tone jacquard suit worn with a striped shirt reveal different facets of the collection. Precise tailoring is softened by richly expressive fabrics and an understated approach to styling, creating a wardrobe that feels at once intelligent and intimate.

Paisley emerges as a defining element. Rather than appearing as a static reference to the archives, the house’s emblematic motif becomes a living visual language, continually reinterpreted through new forms. It reflects Etro’s ability to preserve the identity of its heritage while allowing its expression to evolve.

The story is completed by pieces from Etro Home and Etro Home Interiors, personally selected by Meda. Clothing, furniture, collected objects, and the sensibility of the individual who brings them together become part of a single, layered world that moves beyond conventional categories.

With this campaign, Etro presents more than a backdrop for its clothing. It reveals a real environment in which creativity is cultivated. Between person and place, fashion and design, heritage and the present, the house captures the relationships that give personal style its depth.

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