ERMENEGILDO ZEGNA COMMITS TO HONORING ITS LEGACY WITH NEW PROJECT
2020 marks Ermenegildo Zegna’s 110th anniversary.
As it gears up to celebrate the fall 2020 season, the Italian menswear brand is continuing its exploration of what it means to be a man today – diving deeper, asking the question: what will your legacy be? This continues a conversation about modern masculinity that Zegna began in fall 2019 and continued in spring 2020.
The brand has explored the values that guide the contemporary masculine mindset and has discussed the responsibilities that lie across our generation’s shoulders. Now, the brand said it “must look to the future. Believing that our actions today will impact our tomorrow, we use this moment in history to consider what our legacy will be for future generations.”
This starts with its approach to sustainability. Brand founder Ermenegildo Zegna ignited its lifelong protection of the environment when he began planting more than 500,000 trees starting in the 1930s. Driven by a deep sense of giving back, his reforestation project transformed the landscape surrounding Ermenegildo Zegna wool mill into a 100 sq. km. nature reserve that is today known as Oasi Zegna.
This season, carrying its founder’s commitment to the planet forward, Zegna asks its community “to join us as we take care of the world for the next generation.” With the fall 2020 campaign Zegna invites people to be part of Zegna Forest and become an active supporter of Oasi Zegna.
As a token of its shared promise to the environment, making digital what is physical, through the new zegna.com, which just launched, everyone can buy an engraved wooden heart that is the sign of the brand’s contribution to the ecosystem. Expertly crafted from Italian trees, fallen naturally, or cut down for security reasons, the wooden hearts symbolize Zegna’s legacy and love for the land. “With them, we celebrate our anniversary. With them our community takes part in our world: OASI Zegna,” the brand said in a statement.
“Our commitment also continues with #UseTheExisting, our vision for sustainable luxury,” the company added. “Across tailoring and leisurewear, Zegna uses pre-existing and post-consumer fibers that are reworked for a new life in a #UseTheExisting garment. Much like our evolving ideas about masculinity, this is about reinvention and also makes the dream of zero waste possible.”