The new luxury for the modern world according to Ermenegildo Zegna

The past few months has seen the undeniable acceleration of the digital era. With the pandemic making everyone stay in their homes, the world was put on pause, leaving us with just our phones and computers to keep us connected. The fashion industry was quick to act on their next step to move forward — campaigns and editorials being shot via Zoom, webinars happening left and right, e-commerce platforms being upgraded, and many more.

With the world’s economy slowly reopening these days, health risks are still at an all-time high, making events, including fashion weeks, still looking far from happening. Yet just a few days ago, the British Fashion Council concluded the first-ever Digital London Fashion Week, wherein brands and designers alike presented their collections through different approaches — short films, video presentations, multimedia exhibitions — all viewable in the comforts of your home.

Ermenegildo Zegna, the storied Italian fashion house reported to be the largest menswear brand in the world by revenue, just launched its very own digital press day in lieu of a traditional day-at-the-showroom event. The portal brings you to a website created especially by the brand for this online execution. It directs you to a video presentation narrated by none other than Zegna’s creative director, Alessandro Sartori, who dissects the four collections for f/w 2020: Ermenegildo Zegna Modern Tailoring, Ermenegildo Zegna XXX, Z Zegna, and the brand’s much-anticipated collaboration with Fear of God.

The Ermenegildo Zegna Modern Tailoring collection is the brand’s season-less, more traditional pieces that go beyond trends. It blends the worlds of work, travel and leisure by offering classic and versatile garments, all made responsibly. #UseTheExisting is the brand’s commitment to sustainability by mixing its weaves with both natural and synthetic fibers. Its approach to using recycled fabrics and remnants from suit-making is a commendable practice. The Modern Tailoring collection is the quintessential Zegna way of contemporary dressing with a conscious attitude, with the notion that there is no luxury without sustainability as the only way forward.

This season, Ermenegildo Zegna XXX, or its couture/runway collection, takes the brand’s sartorial philosophy in new directions. The layered silhouette, with its evolved shapes and proportions, has been reshuffled and refined, giving a new identity to tailoring. Details such as flaps and patch pockets give it a utilitarian feel. The fabrics get more experimental by also practicing the #UseTheExisting approach, taking the brand’s commitment to the environment even further. The accessories lineup also takes the spotlight, particularly with its collaboration with iconic camera brand Leica to create an array of camera bags in the shape of a crossbody bag.

Z Zegna, the brand’s younger, trendier diffusion line, dedicates its FW 20 collection to the modern lad — both cultured and stylish. Its philosophy of combining sportswear and tailoring is made for men on the move. Its functional and contemporary shapes are combined with a refined sensibility. The pieces are created with tech in mind, resulting in a range of relaxed, uncomplicated clothes with a fresh contemporary perspective. The use of warm tones in rust and coral red throughout the collection is a sure standout made especially for today’s man who loves to work and play.

For the first time ever in its 110-year history, Ermenegildo Zegna is collaborating with another designer for an exclusive collection. Fear of God, a cult-favorite streetwear brand founded by Jerry Lorenzo, famously known for working with the likes of Justin Bieber and Kanye West, has been tapped by the brand to create a selection of pieces that will marry the two worlds-apart aesthetics — Zegna for its impeccable elegance for Italian tailoring and Fear of God’s American street subculture sensibilities.

Ermenegildo Zegna’s pivot to the street-luxe hybrid is an interesting move at a time when similar historic fashion houses have shifted the zeitgeist into streetwear. You have Virgil Abloh for Louis Vuitton, Kim Jones for Dior, and the most recent hire, Alyx’s Matthew Williams for Givenchy.

The partnership between Zegna and FOG is a cross-pollination of both philosophies producing modern essentials rendered in the highest quality materials. It’s tradition mixed with authenticity (think combining the tradition of a suit with the street cred of a hoodie). The key pieces in the collection include deconstructed suits and oversized outerwear in vicuna and the finest leathers, fusing elegance, wearability and heritage in a refined palette of earthy neutrals.

All four collections comprising Ermenegildo Zegna’s offerings for FW 20 integrate modernity, functionality, impeccable craftsmanship and a sense of conscious thought for the earth through sustainability. These aspects, though physical, are imperative as a way of life for the modern gent as he steps forward to a new day in the outside world.

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In the Philippines, Ermenegildo Zegna is distributed by SSI and is located at Level 1, Greenbelt 4, Ayala Center, Makati.