Zegna Winter 2022 Show
Moving forward on a path of its own has set Zegna apart since 1910. The road ahead is so steeped in the brand’s ethos and actions that it has turned into the graphic signifier for Zegna’s newly rebranded visual identity: the road ahead. The Zegna road originates in the mountains, and crosses Oasi Zegna, the free-access natural territory in Piedmont, Northern Italy. Known as 232, this road is the brand’s inspiration, as it defines our path and has been woven into everything we do for the last 112 years. It echoes Zegna’s founder’s essential truth of hoping to weave the fabric of a tomorrow that feels worthy of their dreams.
The road unwinds through an all-encompassing mindset: one that, in the vision of Artistic Director Alessandro Sartori, coalesces into a precise idea of the masculine wardrobe, contextualized in the here and now. The sartorial re-set, initiated one year ago, is finally settling into an organic language: a repertoire of new shapes and new functions merging aesthetics, ethics and performance. A vocabulary, after all, is a living organism: a veritable path, unfolding and turning, consolidating and growing as times move.
“I keep looking at the world through the Zegna lens,” says Alessandro Sartori. “The reality we live in today requires adaptability; it asks us all to be fluid. Translating this idea into clothing means building a language of shapes and textures that grows and consolidates over time, matching the needs of the moment. The notion of the hybrid is one I keep exploring, because there’s progress in erasing staid categories.”
The collection is presented in the form of a film that constantly flips the viewpoint, juxtaposing great outdoors scenarios with abstract, almost mental interiors, pineal shots and close-up details. Following an ideal road, the camera moves and swifts around, involving the viewers in an all-surrounding visual and emotional experience that culminates in a celebration of human bonding, featuring an exclusive performance of the French choreographer Sadeck Waff which, through the Zegna signifier, symbolizes our craftmanship and the 160 hands that manufactured the collection.
The path of innovation and evolution is affirmed as the only one worth taking. For Zegna, that’s the road: a road, Made in Italy.
Artistic Direction, Alessandro Sartori. Film Director, Mattia Benetti. Video Production, 4Friends Film. Exclusive Performance Choreographer, Sadeck Waff. Music, Wladimir Schall. Hair and Makeup, Beppe D’Elia for BEAUTICK.
Locations: Oasi Zegna Comune di Milano.
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