Last night, Veronica Etro made her first trip to New York in over seven years—to fete the new Etro shop-in-shop that’s just opened inside Saks Fifth Avenue’s New York flagship. The new outpost is Etro’s third independent retail outlet in New York City. “It’s a huge opportunity, Saks is like a family—we’ve been working together forever,” Veronica Etro said.
Paisley, a key part of Etro’s brand identity, makes a strong statement in the store; in fact, the floor is anchored by a signature orange and fuchsia Berber rug. “The brand began with paisleys in the ’70s, it’s part of our heritage, and it was people like David Bowie and Mick Jagger who wore it,” Etro said of the print, which she defines as “eccentric, exotic and erotic.”
The paisley formula seems to be working: Etro just had their biggest season at Saks, with a spring collection full of prints. ”This is what women want—emotional, colorful and feminine clothes,” explained Saks president Ron Frasch. “You look at this and it brings a smile to your face. Women like buying things that make them happy.” Etro had equal admiration for Saks: “It’s the epitome of Fifth Avenue retail!”