Italian luxury brand Etro is poised to become the first fashion house in the world to stream a live runway show through the Apple Vision Pro headset. A select group of guests will experience the brand’s upcoming Milan show, set for September 18 during the city's fashion week, using the device.

These chosen attendees will gather at a secondary location in Milan, where they’ll view the show in a fully immersive setting with headsets provided by Etro. Additionally, top clients in regions such as Asia, the Middle East, Europe, and the US will have access to the live event through the same technology.

The collaboration doesn’t end with the show. Apple Vision Pro headsets will remain available in Etro's international stores, allowing customers to revisit the runway experience and enjoy additional digital content in the future. Notably, the Apple Vision Pro is currently in limited use and hasn’t officially launched in Italy, making Etro’s involvement with the tech highly exclusive.

This partnership builds on Etro’s ongoing focus on the digital space. The brand previously participated in Metaverse Fashion Week in March 2022, offering online access to its collections. Most recently, Etro embraced digital innovation with an AI-driven campaign for its SS24 collection, showcasing AI-generated models in futuristic settings.