by Stephen Garner

Zegna has decided to not show its summer 2021 Ermenegildo Zegna XXX fashion line in the traditional, physical way.

Instead, the luxury Italian brand will present its collection digitally, allowing anyone around the world to experience it, while remaining socially distant. While the date of this new digital presentation isn’t final, the brand said it is aiming for a July launch.

“There’s a time for everything. This is the time to think differently about the next future”, says Gildo Zegna, CEO of the Ermenegildo Zegna Group. “The beauty of fashion lives in its creativity. And creativity never stops. The difficult moment we are experiencing must be seen as an inspiration to change the parameters and at the same time as an opportunity to share what we do, the collections we design, in a different way. The exclusive use of digital has become more important than ever.”

“I have always wanted to use alternative formats to communicate my creative process to an even wider audience,” added Alessandro Sartori, artistic director of the Ermenegildo Zegna Group. “The idea that this season I will present the collection with a digital tool gives me great energy and freedom of thought because I can finally enter directly into people’s place.”