The Italian family business Zegna launches its collection is designed in collaboration with the American Luxury brand Fear of God. «Our open conversations and emotions were translated into garments»
What originated from a coincidence arose to the leading collaboration of two Luxury Houses in the year of uncertainty. For many, the definition of luxury incorporates the thought of tradition and history, fused with high-quality and craftsmanship. The House of Ermenegildo Zegna saturates these expectations. The family business Zegna was founded in 1910 by Ermenegildo Zegna in the North Italian town of Trivero, weaving Italian tradition with a forward-looking vision.
His aspiration: Sourcing high-quality natural fibers from their country of origin, import them to Italy to be woven, to then allocate these Zegna luxury fabrics worldwide. At the core of the company strategy, Zegna carried the understanding of sustaining a positive relationship with the local territory and the community. The company is now led by the third generation with Gildo as CEO, Paolo as Chairman, and Anna as President of Fondazione Zegna. Today, the fourth generation has entered the company and continues to innovate.
During the period of uncertainty and transformation, the Creative Director of Ermenegildo Zegna, Alessandro Sartori, announced a collaboration with the American Luxury label Fear of God – A brand, not persuading with a generation-long history or design that is fused with tradition, yet a new perspective on the definition of luxury. «From the first collection, before we played with knits, and before we played with tailoring, I felt that our proposition is luxury. We put the same amount of consideration in sweat pants as we do for a tailored pair of trousers. It is a luxury proposition with a lot of new answers and tangibles that are poured into a piece», states Jerry Lorenzo, founder, and designer of Fear of God.
Through an Instagram live on the Highsnobiety account, the two Creative Directors held a conversation about their collaborative collection, the creative processes, and the influences their personal relationship had on the garments. The Houses’ collaboration was guided by their differences, with the friendship of the two men being the uniting foundation. «We met through a mutual friend. What connected us was how we see things. We have different lifestyles, yet did we blend the two to compose a new world».
The intention behind the collection was to create the wardrobe of the modern man. «Our goal was to create a collection defined by timelessness. No matter what the world is going through, the collection should fit within the circumstances – A collection outside of time and trends», explains Lorenzo.
After Sartori, the evolution of the male wardrobe today gives them more freedom, fewer rules, and the choice to create something better with less available. Bridging the worlds of Fear of God and Ermenegildo Zegna appeared to represent the approach of timelessness. «We both love beautiful craft and high-quality standards. Or thought was to merge our two identities», states Sartori. Lorenzo continues, «We created a new language that could stand the test of time, by adding layers. The collection focusses on two parallels rather than cultural differences – It closes a gap in the market. We combine different skillsets with the same vision».
The collection comprises a variety of leather footwear pieces, Jean and cotton trousers or outerwear such as Anoraks or double-breasted coats in a neutral, earth color palette. The color and fabric selection «is more than following the idea of a period. They transmit the message of freedom, lightness, and style». Consciously crafted and processed wool, cashmere, or leather represent the value of luxury. Cuts and shapes fuse the two identities, creating a new brand language. «To see tailoring merged with sportswear is interesting. The collection unites two styles and makes them one».
The Instagram Live was followed by a DJ set. DJ Samantha Ronson played at the Zegna Store in Los Angeles with a set inspired by both Creative Directors backgrounds and cultures, bridging the gap between the West Coast and Italy.