Supermodel Edie Campbell [IG] is not only beloved at AOC. She makes Anne smile. It was Alice Walker who said “You can’t keep a good woman down,” and that’s our first response to Campbell’s Spring 2025 Etro Vela Bag campaign, where Edie hits a home run, while barely lifting her pinkie finger.

Etro designer Marco De Vincenzo’s Vela Bag has a lot of appeal.

The new campaign is a repeat performance from Etro Vela’s Fall 2024 images, also shot by Giampaolo Sgura [IG] and styled by Simon Rutigliano. Edie’s visually-intense hair is by Pier Paolo Lai with makeup by Luca Cianciolo.

Mayhoola Eyes Etro

January 2025 news includes the strong possibility that Mayhoola, owned by the Qatari royal family, is interested in acquiring a 100% stake in the Italian label for approximately €200 million. Etro’s largest shareholder is L Catterton, who is reportedly open to new investors or a complete sale of Etro.

In 2023, Etro experienced a 5.8% downturn in revenue to €261 million, and an adjusted core loss of €12.7 million. From L Catterton’s perspective, Etro has yet to create a viable and bankable 21st-century identity in the crowded luxury brands landscape.