Italian brand Etro [IG] drops its 2024 Vela Bag campaign starring supermodel Edie Campbell, lensed by Giampaolo Sgura [IG]. The images and campaign video attempt a balance between modernism and Etro’s original boho roots. And who better than Campbell to carry off that magic?

AOC isn’t keen about the background but hey, there are bird calls in the video. The photography is Bloomsbury gone modern. I don’t know why Pucci pulls this off like magic and Etro struggles. What I do know is that Campbell doesn’t look like she’s drowning in smug self-importance like the summer campaign. That’s a positive development. And the stills are gorgeous.

The ‘Vela’ Handbag made its debut in spring 2023, as new Etro creative director Marco de Vincenzo’s first bag. The campaign featured Bianca Balti lensed by Davit Giorgadze. Etro’s Mini-Vela arrived soon after in summer 2023.

AOC reported in July that LVMH investment vehicle L Catterton had increased its share of Etro to 60 percent, with the family now owning 40 percent and controlling even fewer voting shares.