ZEGNA AW2021 The (RESET) #WHATMAKESAMAN Advertising Campaign

ZEGNA AW2021 The (RESET) #WHATMAKESAMAN Advertising Campaign with the concept comes to life through a far-sighted collection created by Artistic Director Alessandro Sartori to retailor the modern man. What does it mean to be a man today? This question is at the heart of everything we do at Zegna. Humans evolve through our ability to move forward with a new mindset without forgetting what came before. Mirroring the relentless progress of our times, this season the #WHATMAKESAMAN campaign reflects the changes in the habits of modern men as well as their clothing. Redesigning the contemporary wardrobe for our new world, Zegna sees an invaluable opportunity to (RESET) our ideas of What Makes a Man.

The campaign features diverse Modern Voices – five inspiring members of our global community including two models, a dancer, a fashion buyer and a photographer. All of them challenge us to rethink our preconceived ideas, to reconsider the boundaries of modern masculinity and reaffirm the values that are truly important today. Heralding a new era in style and identity, Sartori’s clothing innovations are a direct response to how men live now, in this new reality where we live, work and lounge all in one place. This is the result of the innovation of our progressive craft, as the boundaries between private and public life are blurred. Inspired by changing lifestyles and reorganized priorities, Zegna continues to transform the very idea of luxury to envision an effortlessly wearable category of clothing. The new definition of style is defined by a move away from utter formality but not from our thoughtful sartorial approach, creating new hybrid garments as part of what we call Luxury Leisurewear. We refocus our fabric expertise on a new generation of jersey knitting techniques and soft fabrics that blend lavish comfort with the precise and refined tailoring our brand is known for to redefine what luxury menswear looks like for everyday life.

Alessandro Sartori’s restyled outfits demonstrate how ideas of sophistication have fundamentally changed, as distinctions between home, work and leisure continue to disappear, creating the need for new wardrobe icons to reflect evolving attitudes and behaviours. Melding the sartorial with the utilitarian, the Zegna AW 2021 campaign introduces The New Jacket, including the iconic overshirt, which becomes a must-have alternative to the blazer. This season also redesigns one our most enduring icons, the Triple Stitch Sneaker, reimagined in #UseTheExisting with an upcycled 14MILMIL14 wool fabrication. The campaign reveals a paradigm shift in the way we think of style and sophistication, as we weave a new versatile wardrobe into the fabric of our DNA, to become a fundamental part of its design philosophy moving forward. While Zegna has been pushing the boundaries of men’s tailoring for more than 110 years, today we reconstruct clothing for greater comfort, while holding our position at the forefront of sartorial precision.

“The way that modern men dress, their needs and habits have been changing considerably over the past year. Customers are looking for a different style as they turn to more fluid silhouettes and multifunctional yet comfortable outfits. Therefore, clothes have to transition seamlessly between indoor and outdoor to reflect the way we behave and feel,” says Artistic Director Alessandro Sartori. “To me, this was the perfect time to rethink what is possible, to reconsider what really matters and to rebalance style while we are called to answer to changing times. A new aesthetic is needed: fluid, ageless, adaptable, where comfort matches perfectly with style.”

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