by Stephen Garner
On Wednesday, June 13, retailers, press, and select influencers joined Swedish premium shirt brand Eton at the Four Seasons Garden in Florence, Italy to celebrate its newest collection.

The event took inspiration from Eton’s new spring/summer 2019 collection, is inspired by nature’s own transformation and the idea of metamorphosis.

This season’s collection is full of surprises including stripes turning into flowers and prints with animals transforming into brand new species. New to the collection are super lightweight and airy twill fabrics in the colors of the season with a subtle mélange effect. One print in particular catches the eye with rosebuds in transformation. Other highlights include printed dots mixed with recurring avocados and an ice cream flamingo print.

On the classic business side, Eton introduces wardrobe staple shirts in a new superior quality, made from a cotton and tencel blend, for an elegant draping. The company also introduces a wide range of casual/business hybrids made from its finest fabrics.

Unique for the collection is a floral print shirt, where the zipper is integrated as an actual part of the print, as well as a pinstriped cotton and linen jacket that resembles a suit jacket. Last but not least Eton introduces a new jacquard “rainbow dot” pattern on royal dobby.

Accessories include modal and linen blend scarves with a uniquely light structure and playful prints, painted by hand. Among other things, they feature a panda pattern gradually transforming into a raccoon, a bird transformed into a pineapple and a violin created out of butterflies, made with Grenadine weave on soft, light cotton. The same artwork can be found on the brand’s pocket squares. Eton’s theme of metamorphosis continues with micro pattern ties consisting of surprising visuals, vibrant colors, and geometric shapes in washed silk.