Zegna's Latest Campaign Takes a More Casual Approach to Men's Tailoring
As the boundaries between private and public life dissolve as a result of the COVID-19 pandemic, Alessandro Sartori saw an opportunity to do away with the traditional stiffness of tailoring.
As the boundaries between private and public life dissolve as a result of the COVID-19 pandemic, Alessandro Sartori saw an opportunity to do away with the traditional stiffness of tailoring.
What does it mean to be a man today? This is the most recent question posed by Italian luxury fashion label Zegna for their A/W 21 campaign. Taking the contemporary wardrobe as a springboard for change, artistic director Alessandro Sartori saw an opportunity to reset our idea of 'what makes a man.'
What better visual signifier to start with than men's tailoring? As the boundaries between private and public life became blurred as a result of the COVID-19 pandemic, Sartori saw an opportunity to rethink the brand's sartorial approach. 'The way that modern men dress, their needs and habits have been changing considerably over the past year,' said Sartori. 'Customers are looking for a different style as they turn to more fluid silhouettes and multifunctional yet comfortable outfits.' Enter the new hybrid garment, coined as 'luxury leisurewear.' Having pushed the boundaries of men's tailoring for more than 110 years, Zegna is now prioritising comfort, with a new generation of jersey knitting techniques and soft fabrics being introduced to the brand DNA. 'A new aesthetic is needed: fluid, ageless, adaptable, where comfort matches perfectly with style,' said Sartori of the new luxury leisurwear.
The What Makes a Man campaign features two models, a dancer, a fashion buyer and a photographer – if evolving tailoring is a priority of Sartori's, so is putting non-traditional models in front of the camera. Donning various items like the New Jacket, iconic overshirts and the Triple Stitch Sneaker, the campaign puts a new, modern stamp on contemporary luxury.