Harris Reed x Etro Collab Achieves Perfect Alignment Magic Carpet Fashion Ride
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Designer Harris Reed of Harris Reed x Etro Collab via Etro IG.
All images courtesy of Etro.
A Star Is Born: Harris Reed
When the convo is focused on young, emerging, fashion designers, do not make an example of Harris Reed. Perhaps never in the future of fashion has a young designer woke on the day of his [her] first-ever runway show as the subject of a 5,000 word profile on said designer in The New Yorker.
On the morning of Harris Reed’s spring 2022 fashion show, the 25-year-old, 2020 graduate from Central Saint Martins, was living rent free in a perfectly-appointed studio suite at London’s Standard Hotel, a reward for his exceptional, creative status. Reed insists that the majority of this good fortune came in moments of serendipity, none more so than his chance meeting with celebrity stylist Harry Lambert. That encounter opened the perfectly-primed for Reed’s design-vision door to the world of Harry Styles. In the words of Vogue:
“The pop star’s 39 million followers kicked in, and just like that, a star was born. As his debut show demonstrated, Reed—who is the son of the Oscar-winning movie producer Nick Reed—thrives in the costume territory. He repurposed bridal and groom’s wear sourced from the British charity chain Oxfam into majestic hybrids of gowns and tuxedos, topping them off with enormous spherical headpieces that have become his trademark.”
Fast-forward now and who better for Harris Reed to collaborate with on a collection of genderless, sustainable, and colorful voluminous blouses than the house of Etro.
Harris Reed x Etro partnership
“When Harris Reed reached out to collaborate with us on this special project, I did not have doubts. Harris is a young and talented designer that conveys wonderful messages with his work and I was happy to have the chance to mix our textile research and archival fabrics with his innovative approach and taste. I also loved the idea of giving a new life to archival fabrics by transforming them into exclusive ‘one-of-a-kind’ creations,” said Veronica Etro, creative director at Etro Womenswear.
Veronica Etro and Harris Reed backstage at the spring 2022 Etro show in Milan Photo: Saskia Lawaks / Courtesy of Etro
House of Etro: Medici Mindset Meets Hippie Counter-Culture
Founded in 1968 by Gerolamo “Gimmo” Etro and his antiques dealer wife Roberta, the then textile company had amassed a collection of 300 antique shawls — a treasure that remains one of the largest private collections in the world today.
Etro was born in a global counter-culture moment, a configuration of now-aging minds capable of connecting well decades later with a human like Harris Reed. Gucci’s Alessandro Michele would easily have navigated the beards and long hair of the late ‘60s hippie movement.
The sexual revolution was in full bloom at the moment of Etro’s birth, and Yves Saint Laurent was hardly the only man to be found wearing a caftan. As some young people became global vagabonds, design inspo ran rampant in the streets and cafes. Young people were learning about different cultures — yes, defined by the colonial confinement of minds — but still with deep roots in ancient cultures like Mesopotamia, a region that includes parts of present-day Turkey, Syria, and Iraq, only men wore caftans and related flowing robes.
Young designers always fancy themselves inventing a new look, rather than circling back through history to reinvent, refresh, reintroduce in updated fashion styles for a new era. Harris Reed is no different in knowing when the moment is ‘right’ to plunge into what suddenly seems like a fresh and revolutionary new look and way of dressing.
Etro Was Invented in a Counter-Culture Moment
We speak today of the tradition of Etro, but the brand was both in a moment of freedom and revolutionary counter-culture. The Harris Reed x Etro partnership channels the energy of the late ‘60s and early ‘70s at another seminal moment in global culture. Upheaval is intense and creativity — as well as its exact, authoritarian, goose-stepping opposite — is on the rise. The climate crisis adds a huge new layer onto existing injustices that remain unresolved.
For this new limited-edition capsule collection, made in Reed's small London studio, and available on Etro.com and MatchesFashion.com, Reed wanted ‘upcycling’ to be center-stage. For Reed, the limitless Etro archives are a deadstock fantasy gone wild.
The rising star, young designer is quick to see in the Etro Maison his own heart of values. "I am extraordinarily excited for people to see these pieces, as they are completely one of a kind and a very limited run of each, which I feel, is part of the beauty of demi-couture due to its intimate buying format. I hope this brings a new way of looking at luxury fashion, not only in the way of gender and fluidity but also the idea of upcycling and the beauty behind it."
