Zegna's campaign to inspire men express their principles

01 Feb '20
2 min read
Pic: Zegna
Pic: Zegna

Last season Zegna embarked on a path of reflection through its Fall-Winter 2019 campaign #Whatmakesaman. The campaign’s aim was to lead a conversation on meaning of modern masculinity. Zegna’s next step is to inspire men to express their principles through actions that speak about responsibility, respect, care, passion, hope and purpose.

#Whatmakesaman aims to urge men to reflect on the values they stand for in contemporary times and to act accordingly to create a better tomorrow. This has been Zegna’s mission from the beginning. A deep respect for the land and for the people has always been central to its vision.

Elevating its commitment to the world, Zegna uses more pre and post-existing materials that are rewoven for a new life with the aim to reduce the waste that the industry produces. The campaign #Usetheexisting fabrics helps it to apply its sustainable ethos to products.

Zegna’s exploration of modern masculinity takes the new campaign from self-reflection to expression and continues to include #Whatmakesaman ambassadors who embody what it means to be a man today: men with purpose that can connect to the outside world in an effort to shape the future.

Two-time Oscar winner Mahershala Ali and multifaceted actor, singer and entrepreneur Nicholas Tse remain the key faces of the campaign who explore the importance of responsibility. These Modern Voices are dressed in Modern Tailoring, reflecting Zegna’s focus on innovation and progress.

Ermenegildo Zegna is a leading global luxury menswear brand founded in 1910 in Trivero, Italy, by the young entrepreneur Ermenegildo, whose pioneering vision continues to inspire the company business development in a sustainable way: to use resources for the good of others; to give back to people and to employees; to take care of the territory and communities from which the brand comes. The company is today managed by Ermenegildo Zegna as CEO, grandson of the founder and third generation of the Zegna family. Throughout the years the company has evolved from high quality textile production to the artisan commercialisation of sartorial expertise and onto the affirmation of a luxury worldwide lifestyle brand with a retail network covering over 100 countries.

Fibre2Fashion News Desk (PC)

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