The Etro Spring 2024 ad campaign brings the idea of Nowhere, a place only possible to the imagination and which served as the inspiration for the new collection, to a further level of expression.

A work that arises from the dialogue between two creatives and between a creative and the machine – the result of which is only possible with the collaboration of all parties. The outcomes are synthetic images, emerging from the interaction between the human and the mechanical. It is Silvia Badalotti who leads AI through infinite possible scenarios and environments; it is thanks to her verbal inputs – the result of her artistic experience and her path taken with Marco De Vincenzo – that the machine reproduces creative thinking in images.

Like a painting but replacing brushes and colors with pixels and screen visions. The scenarios are made up, as are the bodies: physical and spatial utopias, beyond biology and beyond logic. The energy from which they are born and which pervades them is human. The basic principle is the same as fashion, an activity through which each body determines a new mantle for itself: the combinations of elements are virtually
unbounded.

Starry skies and astral maps become closed environments, while architecture develops composite styles never seen before. Unspeakable vegetation grows in the greenhouses and all the scenes are populated by a humanity that is both familiar and alien, telling short and extraordinary tales of infinite genetic conjunctions.

The paintings seem to be generated not only in a non-place, but also in a non-time, the document of a mysterious civilization that suddenly re-emerged, or perhaps is ready to materialize shortly, as a pure digital fantasy activated by the human, because there is no without the other.

A Homeric journey, with tools of the present: the nth affirmation of an exploratory and creative urgency that characterizes humanity since the dawn of life.