Z Zegna FW2013
advertising campaign visualizes a striking juxtaposition between today’s
fast-paced society and the meticulous craftsmanship borrowed from a distant
past. With its high-impact photography and mix of B/W and full color images, the look is inspired
by the demanding Z Zegna man with his nomadic soul; practical yet unconfined it
blurs the line between work and leisure time. Both the collection and the campaign
play upon the bond between heritage and new, contemporary constructions and
fabrications. Shot against a rich mahogany backdrop, the campaign captures the
moody intensity of a Caravaggio painting, the deep shades of browns mixed
within a multi-dimensional mismatch of layered textures. Just as the
collection yearns for a third dimension, the campaign leverages the combination
of post-modern photography, light and contrasts to showcase the subtle contrast
of innovative fabric combinations. The strong masculine silhouettes, dapper
layered blazers and sartorial suits with their nostalgic feel are sturdy and
authentic, representing a culmination of pragmatism and style that is contemporarily
elegant with a strong cosmopolitan flair. Immediate and compelling, the result
is worthy of the constantly evolving Z Zegna brand.
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