ETRO × Hiroshige

This project imagines a collaboration between Etro and renowned Japanese ukiyo-e artist Utagawa Hiroshige, created to celebrate craftsmanship, culture, and creativity. Developed as part of a 12-month campaign marking the 40th anniversary of Etro’s iconic Arnica print, the project reinterprets traditional Japanese woodblock artistry through the lens of Etro’s textile heritage. EtroZine represents Tactic 3 of the campaign: a limited edition publication that blends illustration, photography, and editorial storytelling. Designed to emotionally resonate with Gen Z in Japan, the zine serves as both an artistic collectible and a cultural narrative, highlighting shared values such as attention to detail, reverence for nature, and the enduring legacy of craft. While the wider campaign includes immersive experiences like a launch event at teamLab Tokyo (Tactic 2) and a Kyoto townhouse pop up (Tactic 4), the zine offers a tactile, reflective medium that captures the spirit of the collaboration in print form. I led the concept development, visual direction, and editorial structure, ensuring the final outcome remained authentic to Etro’s identity while bringing Hiroshige’s poetic sensibility into a modern, fashion oriented context.