Joyce has announced the opening of an Etro shop in Hong Kong at The Landmark, Central. The boutique stocks the most current and up-to-date men’s ready-to-wear collection from Etro. The new 2,000 square foot boutique uses the Etro store concept with their classic house colours. To celebrate the opening of the first Etro store dedicated to menswear in Hong Kong and China, a limited edition scarf was designed in two colours specially for the occasion.
The scarf reflects Etro's theme for the spring-summer 2011 men's collection, "The Tree of Life and Paisley." The tree of life is the date palm which inspired the classic Paisley pattern, and which in Western culture incorporated the beech, oak and ash. The maison also makes reference to the book The Baron in the Trees, in which Cosimo chooses to live up in the trees in order to have a different view on life, closer to nature. The season features a wardrobe composed of leaves, clouds and light, including the delicate, liquid colours of Paisley patterns as in the scarves shown here.
The brand also unveiled a new exhibition, The Etro Arnica Exhibition, dedicated to its classic and timeless Arnica print bags. The exhibition remained open to the public until 17th April 2011.