Ermenegildo Zegna has unveiled its new Autumn/Winter 2021 collection, labelled (RESET) What Makes a Man, which addresses men’s changing fashion needs as a result of the global health crisis.
The line is supported by the #WhatMakesaMan campaign which reflects on the changing lifestyles of modern men and how this has affected their fashion behaviours.
Ermenegildo Zegna will be showcasing the Autumn/Winter 2021 range among other product innovations at the upcoming Virtual Travel Retail Expo, where it is a Gold Partner.
Combining elements of business, casual and loungewear pieces, the range offers a new, wearable luxury wardrobe for Zegna’s customers. It was designed by Ermenegildo Zegna Artistic Director Alessandro Sartori.
The collection represents a move away from formal clothing and instead embraces hybrid garments in the luxury leisurewear category. It features enhanced fabrics and innovative jersey knitting techniques.
The collection introduces Zegna’s new wardrobe items including ‘The New Jacket’ and ‘Overshirt’ which serve as alternatives to the traditional blazer. It also features the Triple Stitch Sneaker, enhanced with upcycled wool from its sustainable #UseTheExisting range.
The #WhatMakesaMan campaign features a diverse line-up of five Zegna Global Brand Ambassadors. The roster includes French dancer Mickael Lafon, Japanese model Yura Nakano, fashion buyer Ingo Sliwinski, American model Maggie Maurer and American photographer Jon Bronxl, with each ambassador challenging traditional notions of masculinity.
It reflects the shift in Zegna’s product strategy, which puts versatility at the forefront of its collections. While Ermenegildo Zegna has a 110 year-heritage in men’s tailoring, the pandemic has caused a shift in its approach.
“The way that modern men dress, their needs and habits have been changing considerably over the past year,” commented Sartori. “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.
“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.”