Ermenegildo Zegna SS2016 advertising campaign visually features the brand’s very own nature of sartorial leadership and heritage in noble fibers through a refreshing celebration of the contemporary masculine identity. The concept revolves around the blend of “new" and “classic”, intrinsic overall angle of the campaign and wisely reflects Zegna’s heritage and DNA through a distinctive global aesthetic that becomes the fil rouge of both Ermenegildo Zegna Couture and Ermenegildo Zegna collections campaign.
A group of self-aware and relaxed men is portrayed on a simple white background which reminds to the accurate balance of simplicity, fluidity and lightness protagonist of the Ermenegildo Zegna Couture SS16 Fashion Show by Stefano Pilati.
The graphic layout is completely new, while the essential white stage allows clothes to speak by themselves through the powerful photography of Inez & Vinoodh. The images express the modern and conscious aesthetic codes of the New Leaders, highlighting their stylish, masculine and contemporary personality.
For the Ermenegildo Zegna Couture collection a symphony of lightness and transparency declined into micro and macro Madras patterns play with shades of beautiful "non-whites" framed by optical white and total black looks, while Ermenegildo Zegna, next to the world of classic tailoring, introduces its new colorful informal soul: a nonchalant and decidedly relaxed take on the daily act of dressing up.
Agency Creative Director:
The collective shift
Inez & Vinoodh