Fashion Week

Zegna XXX 2021: The Phygital Show Celebrating the 110 Years of the Brand

A show surrounded by nature, the company and the digital world. The show returns to the Zegna Oasis, showcased in a digital video movie.
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Zegna xxx PHYGITAL SHOW Spring Summer 2021

Zegna presented a full-fledged "phygital" show, with attention to the smallest details. The Spring/Summer 2021 collection, inspired by the Zegna Oasis and sometimes immersed virtually in the nature reserve, near the headquarters of the company in Trivero, in Italy, was a moment of celebration of the brand's 110 years. This anniversary, which leads to strengthening the founding values of the brand and its responsible approach, occurs at a particular time when it is necessary to review one's habits, trying to pollute as little as possible and to respect nature for the good of all.

 

Born as a textile company and subsequently transformed into one of the main luxury menswear brands, Ermenegildo Zegna, since its origins, has always had a strong connection with nature, seen not only as a source of resources and raw materials, but also as an extraordinary wealth of biodiversity to be preserved. The Zegna Oasis is its emblem. Filmed in the places of origin of the brand, in Trivero and in the Oasis, the show is a flow of visual images, from nature and the woods, from the open and inside the Lanificio Zegna, and brings you right back to "home" Zegna , where Alessandro Sartori, the brand's artistic director, does the honors. A sense of fluidity and precision pervades the collection, both in the forms and in the chromatic choices. The volumes are soft and generous, in a chromatic fusion of clay, primrose yellow, hydrangea pink, sienite gray, riverstone blue, carabus green, slate black. The materials are light but consistent: wool, hemp, raw fibers, linen, silk-paper, paper-effect nappa, #UseTheExisting wool.

 

Faithful to the mindset #UseTheExisting, i.e. to reduce waste to a minimum and reuse up to the recovery of almost 80% from past productions, an innovative production process that continues to inspire Zegna's actions in all areas, Alessandro Sartori, increasingly experiments on the theme of masculine elegance 3.0, one thinks. Solutions with lowered shoulders, deep necklines, layered shapes and with a poetic sense of functionality, expressed by very large pockets and zips that allow you to expand the volumes, expands the tailored research of new hybrid categories to define your new vision of Zegna. Inspired by the osmosis of different worlds, the outerwear is in light shirt fabrics and vice versa, allowing the wearer a complete freedom to combine and interpret the garments. Rounding out the looks sandals and moccasins with rounded toe and important soles. Tie dye prints enrich the layering of colours and textures, always with a reference to the natural world.

 

“A moment like this can easily lead to a celebration of the impeccable precision of the machine, but, at Zegna, respecting a profound Italian humanistic tradition, we believe that the human being must always be placed at the centre, in harmony with nature. It is creativity and sensitivity, the human qualities par excellence that make the best of the machines. Without the contribution of man everything would be devoid of soul. The project reflects this union of sensitivity, which is also a balance between past and future, internal and external, in a work that unifies but is also multifaceted," says Alessandro Sartori, Artistic Director Ermenegildo Zegna.  A show that is nothing more than an exploration of the unique link between nature and machine, the correlation of which takes place through man as being sensitive and aware.

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