For the ETRO Kids SS26 campaign, WABISABI STUDIO developed the creative direction for a video exploring childhood through an instinctive and authentic connection with nature. Shot entirely outdoors, the campaign follows children as they play, collect and create with elements found in the surrounding landscape, from branches and wood to stones and shells. Nature becomes both setting and narrative device, giving space to spontaneous gestures, curiosity and imagination. The concept reflects ETRO’s longstanding relationship with the natural world, translating the brand’s visual heritage into a contemporary story shaped by freedom, texture and movement. Rather than constructing an artificial environment around the collection, the campaign allows the garments to become part of a world that already exists: tactile, imperfect and alive. A celebration of childhood in its most natural form.
