Z Zegna SS2013 Utopia Summer ad campaign Hhghlighting the fresh masculine style of the newest
collection and portrays
a color-infused optimism that marks the end of conformity and discipline. The
look is original, confident and unconfined. A free-spiritedness that is reflected
within the utopian feel of the imagery and expressed by the absolute nonchalance
of the Z Zegna man. Inspired by a new state of mind ~ dressing to be
comfortable, both the collection and the campaign indulge in a modern
interpretation of deconstructed formality. Giving ample space to the concepts
of freedom and a lightness of being, the careful use of light combined with
bright backgrounds reflects the soft hues and prismatic gradients of the
clothes. The result is a transcendental portrait of contemporary style that is
welcoming and reassuring; energized but never aggressive. And just as the
collection makes use of Solaro cotton and wool which recall Lanificio Zegna
collections of the 60s, the campaign leverages a minimalist attitude designed
to emphasize a self-assured consciousness. In a decidedly serene approach to modern fashion the
photography is essential and compelling. Loose fitting and unlined jackets with
high button closures graphically emphasize the face, while unconstructed lines
and playful micro patterns deliver a total look that leaves no room for
uncertainty. The impact is carefree, young and cosmopolitan – a perfect
expression of summer optimism, Z Zegna style.
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