Italian fashion house Etro is focusing on Saudi Arabia as part of a larger project in the Gulf area, according to CEO Fabrizio Cardinali. The brand recently opened a new boutique in Riyadh's Kingdom Center, featuring a VIP room for a personalized shopping experience. Cardinali noted that categories such as eveningwear, leather goods, accessories, and perfumes perform well in the Middle East, and that women in Saudi Arabia are embracing a blend of traditional elegance and modern experimentation. Etro's new creative director, Marco De Vincenzo, is working on taking the brand into the future with maximalist designs and a fresh take on paisley.