Ermenegildo Zegna
(RESET) What makes a man
Autumn 2021 Campaign
Dapper Tapper Magazine
What does it mean to be a man today? This question is at the heart of Zegna for the upcoming season.
Human beings evolve thanks to the ability to move forward with a different way of thinking without forgetting the past. Reflecting the relentless progress of our times, the #WHATMAKESAMAN campaign reflects the changes in the habits of the modern man, as well as his clothing.
Redesigning contemporary wardrobe for a new world. Zegna sees an invaluable opportunity to (RESET) our ideas about what makes a man. For autumn 2021, this concept comes to life through a collection with a futuristic vision created by Artistic Director Alessandro Sartori, to dress the modern man.
The innovations in Sartori’s garments are a direct response to the way men live now. This is our new reality in which we live, work and have fun in a single place. Inspired by changes in lifestyle and reorganization of priorities, Zegna continues to transform the very idea of luxury to conceive a novel category of clothing.
A departure from outright formality, but not from the thoughtful sartorial approach, has created new hybrid garments as part of what Zegna calls Luxury Leisurewear. They have refocused their textile expertise on a new generation of soft knit and sweater-making techniques that combine great comfort with the precise and refined tailoring their brand is known for.
The (RESET) What Makes a Man Fall campaign reveals a paradigm shift. Although Zegna has been pushing the limits of men’s tailoring for more than 110 years, today garments are rebuilt for greater comfort, while maintaining their position at the forefront of sartorial precision.
It features diverse Modern Voices – five inspiring members of the global community, including two models, a dancer, a fashion buyer, and a photographer. All of them challenge us to rethink preconceptions, reconsider the limits of modern masculinity, and reaffirm the values that are truly important today.
“The way modern men dress, their needs, and their habits have changed considerably in the last year. Customers are looking for a different style, as they turn to more agile silhouettes and multifunctional but comfortable outfits. Therefore, the garments must seamlessly transition between indoors and outdoors to reflect the way we behave and feel,” says artistic director Alessandro Sartori. “For me, this was the perfect time to rethink what is possible, to rethink what really matters, and to rebalance style as we are called to respond to the changing times. A new aesthetic is needed: fluid, ageless, adaptable, where comfort blends perfectly with style. “
The (RESET) #WHATMAKESAMAN campaign continues the conversation, in which Zegna asks not only what modern man wears, but also what modern man feels.
