UOMO @ Ermenegildo Zegna New Fragrance

Ermenegildo Zegna New Fragrance UOMO is a thrilling composition of naturals and innovation, a fusion of tradition and luxury, nature and man. From a men’s fashion master, a modern fragrance icon, this is UOMO. It is a  symbol of modern masculinity, UOMO is for the aspirational man who lives with passion and steps up towards his destiny. This thrilling composition of naturals and innovation He is the master of all he undertakes. His magnetic presence is as radiant and seductive as a natural phenomenon. Developed by renowned perfumer Alberto Morillas, UOMO is an unprecedented combination of two powerful ingredients, one from nature, the noble citrus Zegna Bergamot, and one from science, the unique floral note Violettyne Captive.  Together they explode with confidence and power, crescendoing into a monument to masculinity. Morillas strove to create a scent that expresses irresistible tension between power and light, pairing these notes for the first time to mastermind a sense of unwavering craftsmanship and alluring freshness.

A symbol of modern masculinity; this is the story behind the setting of the campaign for

Ermenegildo Zegna’s newest fragrance for men: Uomo, shot at the Casa Malaparte in Capri, Italy was the backdrop, offering immeasurable inspiration for the world-wide launch. The campaign created in collaboration with acclaimed filmmaker Jonas Åkerlund and model Ryan Burns, is a nod to strength and masculinity. The narrative of the Uomo film tells the compelling story of a man with an undeniably strong appetite for life who is on a personal quest to find his equal. Casa Malaparte not only captures the intensity and desire of the story, it embraces the rich and storied heritage of the House of Zegna. A heritage of craft, creativity and culture.

An architectural masterpiece with a history as compelling as its aesthetic, Casa Malaparte is referred to as "a self portrait in stone." Envisioned and built in 1942 on a peninsula on the Isle of Capri by Italian journalist and writer Curzio Malaparte, it is a testament to masculine determination and intensity, and therefore a perfect centerpiece of the Uomo film. Malaparte built the house after being imprisoned by Mussolini for his anti-establishment writings. During his confinement, he dreamed of creating a secluded home where his ‘imprisonment” would allow him to escape through intelligence and culture, and create his most inspired works of literature. Casa Malaparte is the living embodiment of this dream.  Sketched on paper, then built with only the help of a geometer and local bricklayers, its very existence is a monument to ingenuity and a bold tribute to the triumph of the human spirit. The house itself is a living, breathing literary work; An enigmatic and mysterious dwelling with a scale and scope that rises to the level of myth.  Its rooms unfold like an autobiography with interiors and furniture functionng as episodes.  Each an organic complex of elements curated in details from Malaparte’s own memories, experiences, life and personality. As modern, striking and relevant now as the day it was built, the Casa is currently maintained by Malaparte’s heirs.  It was an honor to be able to film the Ermenegildo Zegna Uomo creative campaign in this awe-inspiring locale, a place where the Uomo man could act out a compelling chapter of his own autobiography.

Natural Zegna Bergamot is cultivated at Zegna’s proprietary fields in Calabria, Italy, and harvested    exclusively for use in Zegna fragrances. Representing the Italian heritage of quality as well as Italy’s elegant abundance, Zegna Bergamot gives the scent a zest of exhilaration. The unique Violettyne Captive, a scientific masterpiece, dramatically heightens the vibrancy and lushness of violet. The innovative molecule captures the pure essence of natural violet leaves and adds a unique facet described by perfumers as a “metallic vibration”, like an “electrified violet” for added brightness and diffusion. This ground-breaking fusion is supported by the highest quality, impeccably fused raw materials, striking an exceptional balance between man and nature, taking him flawlessly from day to evening. Elegant Vetiver, anchors the scent in authenticity and truth, and the potent masculinity of Cedarwood is grounded, rooted and soaring at the same time.  Surrounding the wearer in magnetic warmth.

Ermenegildo Zegna UOMO.  An ode to passionate living. Passionate thinking. Passionate craft. It is the scent for the man who knows the world is his for the taking.

Perfumer Alberto Morillas