With 2020 marking the 110th anniversary of the Italian menswear brand Ermenegildo Zegna, the House came up with a campaign idea, exploring the concept of legacy under the hashtag #UseTheExisting
Since its founding year in 1910, the Italian Luxury House revolutionizes the fashion industry, triggering insiders and consumers to reflect and change their consumption habits and modern society perspectives. «When we were founded, Ermenegildo Zegna’s dream was not just to create the world’s finest textiles but to make his hometown – and the world around – a better place, ensuring the highest quality without compromising the quality of life and future generations».
Commencing in the 1930s with a lifelong commitment to protecting the environment, Ermenegildo Zegna started a reforestation project, which transformed the landscape surrounding the House’s wool mill into a nature reserve, today known as OASI Zegna. For the Fall 2020 campaign, Ermenegildo Zegna invites its customership to become part of his legacy to give back to nature. By purchasing a wooden heart – the hearts were crafted from Italian trees, either naturally fallen or cut down for security reasons – the House hopes to engage with the community, encouraging them to become an active supporter of the Zegna OASIS environmental project. «As a token of our promise to the environment, making digital what is physical, through the new Zegna.com, everyone can buy an engraved wooden heart that is the sign of our contribution to the ecosystem».
What began with a conversation about modern masculinity in 2019, continued in 2020. «We have explored the values that guide the contemporary masculine mindset. We have discussed the responsibilities that lie across our generation’s shoulders. […] Together, we can build a better future».
Thriving to create the best luxury online shopping experience, Zegna has furthermore launched its digital platform Zegna.com, embodying the brand’s research for innovation while keeping alive the founder’s legacy. The digital boutique offers its customers services such as ‘book an appointment’ or ‘reserve to try in store’. The sustainable approach that customer’s orders are being picked up from the global monobrand network, and alterations or made-to-measure services are being offered in-store, enhances the House’s values.
«In an ever-changing world, companies can adapt to changes or choose to be a positive force in driving these changes. Our responsibility is to leverage our past to build a better present and future. This carries over into everything that we do, from the technology we use to create our products to the conversations we have with clients on how the world is changing».