‘Supper Market of style’: Kean Etro’s men’s fashion show on the shelves of the Esselunga in Via Washington, 2001

In 2001, Kean Etro 'wandered around [in the Esselunga on Washington Street] presenting his collection of plant-dyed cotton sweaters among the very first organic product counters. 'They took us for fools. Then the organic line is still there' ". In 2014, Chanel also paraded its models among the shelves of a supermarket at the Grand Palais in Paris. Only the supermarket was fake.