ZEGNA’S REVOLUTION

They aimed high and they made it. The launch of Zegna’s new Z collection has been an incredible success. Surrounded by the beautiful Stazione Leopolda, Ermenegildo Zegna has chosen Pitti for this adventure dedicated to the excellence of Italian manufacturing, focusing in particular on Tuscany.

And if the one with Pitti is an important appointment for the brand – as Paolo Zegna is also Pitti Immagine‘s vice-president – it’s also true that the Z collection has been this 86th edition’s  special event.

The performance show didn’t let the audience down, who fully appreciated the creative forge led by Murray Scallon and Paul Surridge: “We are really very happy –  says Pitti Immagine’s president Gaetano Marzotto – that such an important player on the international men’s fashion scene like Zegna will be menswear guest designer at Pitti Uomo 86 and that it chose Florence to present Zegna’s newest proposal and stylistic identity of its collection”.

The concept is risky but effective: to merge together formal elegance and sportswear, align shapes and tame contrasts in order to obtain an innovative, convincing result that sets a reference for follow-up collections. The experiment’s objective is to modernise menswear by reinventing each piece by identifying and enhancing all those aspects capable of bringing new life to it.

Most definitely a creative approach directly related to the dynamic environment in which Z Zegna hopes to establish the new rules of menswear avant-garde for the years to come.

On the subject, Gildo Zegna has no doubts: “Zegna is developing a new business tool to target the evolving and specific needs of the menswear market. The new Z ZEGNA will concentrate its efforts to drive attention to different product categories season after season. From ready to wear to accessories, this workshop has been developed by our design team and will put in place the best know how and expertise to hybridize an established concept. The aim of the new Z ZEGNA is to gain a solid position in the accessible luxury segment.”




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