Veronica Etro Launches Off the Menu, a New Label With 35 Pieces for Fall 2027

Veronica Etro is launching her own fashion label, Off the Menu, with a first lineup of 35 pieces for fall 2027. The launch was reported by the trade publication WWD on 5 November 2026.

Etro is the Italian fashion house known for its prints and for its family ownership. Veronica Etro left her job as creative director of the company in 2022, the role in charge of a brand's overall design direction. She then stayed on for three years, supporting the archive team, the staff who look after a house's past designs and records.

Off the Menu is an independent label, which means it runs outside the Etro company. It was launched with a co-investor, Cieffe Milano, a business that puts money into the venture alongside her. Cieffe Milano also holds the manufacturing licence, the permission to make products under the brand name.

The first collection is for fall 2027, the autumn season that buyers and shoppers see in the months before it arrives in shops. The launch lineup is described as collectible pieces, a term used for items designed to be kept as well as worn.

Going forward, Veronica Etro plans two Off the Menu collections a year. Both are timed with the pre-collection market, the trade showing where shops place orders ahead of the main seasons, held in June and November. Pre-collection lines sit between the main seasons and are usually sold to shops, which resell the clothes to customers.

For the wider fashion business, the schedule matters as much as the designs. Buyers plan their budgets around the showings, and a label that follows the same calendar can be stocked alongside larger houses without waiting for a separate cycle. Whether that happens for Off the Menu will depend on the orders it wins in the coming seasons.

Off the Menu is a new name in a familiar setting. Its first pieces are due for fall 2027, and its next showings are timed for June and November.