{"id":52818,"date":"2022-03-16T17:18:36","date_gmt":"2022-03-16T17:18:36","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=52818"},"modified":"2022-03-16T17:18:36","modified_gmt":"2022-03-16T17:18:36","slug":"veronica-etro-game-changers","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/veronica-etro-game-changers\/","title":{"rendered":"Designer Veronica Etro Carries on the Family Business by Embracing Change and Staying Hopeful"},"content":{"rendered":"
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Illustration by Peter Oumanski<\/figcaption><\/figure>\n

Every issue, GRAZIA USA highlights 17 Game Changers, who inspire, educate, and celebrate individuality, beauty, and style. Meet Veronica Etro, who leads Etro’s womenswear while keeping everything in perspective.<\/em><\/strong><\/p>\n

I never really thought I wanted to be a fashion designer. It wasn\u2019t my plan, but it actually happened very naturally. When I finished school at 19, I didn\u2019t really know exactly what I wanted to do, but I knew I wanted to do something creative; so, I moved to my dream city, London, and I applied to Central Saint Martins. London was very alive, very energetic. I really loved that period. After getting my degree, I didn\u2019t want to go back to Italy straight away, so I applied to the Royal College of Art.<\/p>\n

Then my brother, Kean, called me asking for help. He was in charge of men\u2019s and womenswear, and it was really a lot for him. I thought, \u201cFashion is not like medicine, where you have to study for seven years.\u201d So, I went back to Italy at 23 and my first womenswear show was in 2000. What was interesting about the work, was that it is very versatile. There\u2019s so much going on, and in the end, I really loved it because every day was different. We were shooting campaigns, we were thinking about the music; it wasn\u2019t just about the clothes.<\/p>\n

What still fascinates me today is that it\u2019s not just about creating beautiful collections. It\u2019s about sending messages. There is a lot of marketing. There is a lot of storytelling. We\u2019ve been very involved with inclusivity. From the very beginning, we\u2019ve been embracing race, gender, age, body positivity. But a lot has changed in the last two years with the pandemic. We reduced the collection, by I think more than 40 percent. We are trying to reduce waste and be much more focused. When I started, I was more of a dreamer; now I\u2019m much more down-to-earth. When I\u2019m creating a collection, I think, Why should people buy this?<\/em> Everyone has a wardrobe full of clothes, so you have to create an emotional connection.<\/p>\n

Another one of the big changes I learned in the last few years is that I have to be more flexible. Before, we were planning collections six months in advance. Nowadays, it\u2019s really working on things weekly. But when I see that things are getting difficult, I always try to compare my situation to something that is worse to try to see things from a different perspective. Sometimes we have drama, but I say, \u201cWe\u2019re dealing with fashion and clothes. I\u2019m not doing open heart surgery.\u201d It\u2019s about trying to put things in the right order.<\/p>\n

There is this phrase: \u201cWhat the caterpillar calls the end, the rest of the world calls the butterfly.\u201d Sometimes in life, you may see things in that moment as very difficult; but at the same time, you don\u2019t know what\u2019s coming next. It\u2019s really believing that there is something better that may be coming; it\u2019s just that you are not seeing it at that moment.<\/p>\n

In the end, what matters in life is what makes you happy. It\u2019s the little things. We don\u2019t need much. It\u2019s being with my two kids, being healthy. There is a campaign running through Milan that the mayor organized that caught my attention. It\u2019s about being kind and gentle towards other people. I think having gratitude towards life, and towards the world, and dealing with other people with kindness \u2014 that can make change.<\/p>\n

-As told to Colleen Kratofil<\/em><\/p>\n

To read more Game Changers, pick up GRAZIA USA<\/em>\u2019s March 2022 issue on newsstands and email\u00a0<\/span>contact@graziausa.com<\/a>\u00a0<\/span>to subscribe.<\/p>\n","protected":false},"author":33012,"featured_media":52819,"template":"","format":"standard","categories":[17,16],"yoast_head":"\nVeronica Etro on Embracing Change and Staying Hopeful<\/title>\n<meta name=\"description\" content=\"Meet GRAZIA USA's Game Changer, Etro's womenswear designer Veronica Etro, who's sharing her inspiring words on why it's good to embrace change and how to stay hopeful\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/us\/articles\/veronica-etro-game-changers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Designer Veronica Etro Carries on the Family 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