by Stephen Garner

What does it mean to be a man today? This question has been at the heart of Zegna’s campaign for a few years now. For fall/winter ’21, the newest #WHATMAKESAMAN campaign reflects the changes in the habits of modern men as well as their clothing. Redesigning the contemporary wardrobe for our new world, Zegna sees an invaluable opportunity to reset our ideas of What Makes a Man.

Heralding a new era in style and identity, artistic director Alessandro Sartori’s clothing innovations are a direct response to how men live now, in this new reality where we live, work, and lounge all in one place. This is the result of the innovation of our progressive craft, as the boundaries between private and public life are blurred. 

Inspired by changing lifestyles and reorganized priorities, Zegna continues to transform the very idea of luxury to envision an effortlessly wearable category of clothing. The brand’s new definition of style is defined by a move away from formality but not from a thoughtful sartorial approach, creating new hybrid garments known as “Luxury Leisurewear.”

Evolving alongside its customers, the Zegna fall/winter 2021 campaign features diverse Modern Voices – five inspiring members of our global community including two models, a dancer, a fashion buyer, and a photographer. All of them challenge us to rethink our preconceived ideas, to reconsider the boundaries of modern masculinity, and reaffirm the values that are truly important today.

“The way that modern men dress, their needs and habits have been changing considerably over the past year,” said Sartori. “Customers are looking for a different style as they turn to more fluid silhouettes and multifunctional yet comfortable outfits. Therefore, clothes have to transition seamlessly between indoor and outdoor to reflect the way we behave and feel. To me, this was the perfect time to rethink what is possible, to reconsider what really matters, and to rebalance style while we are called to answer to changing times. A new aesthetic is needed: fluid, ageless, adaptable, where comfort matches perfectly with style.”