The question on what it means to be a modern man has been a talking point of Ermenegildo Zegna for a while now. Identity, individuality and legacy – its core universal objective is to put the very fabric of modern masculinity under the microscope so to initial progressive discussion.
The #WHATMAKESAMAN concept for the Spring/Summer 2021 campaign offers an intimate depiction of individuals and relationships by asking loved ones: “What makes my man?” – when it comes to the men in their lives. In this instance, Zegna captures the bond between singer and songwriter Gabriel-Kane Day-Lewis and his mother, five-time César Award-winning actress Isabelle Adjani. The video reflects on the lessons and values that make Gabriel-Kane the man he is today and express how important it is to grow up with positive principles that are passed down by the ones closest to us.
Zegna also captures an intimate portrait of Chinese actor Li Xian alongside Noonoouri, the digital character that has made sustainability the centre of her virtual activity. This unexpected pair reflect on the contemporary values they stand for, reminding us that masculinity is not a fixed idea or rigid set of rules but a fluid concept and a deeply personal state of mind.
In honouring Zegna’s legacy of sustainability, the collection features classics which use the #UseTheExisting fabrics that has been redefined to make the dream of zero waste possible. The pieces create the brand’s featured Modern Tailoring looks, extended to include bombers and shirt-jackets for a reinterpretation of the monochromatic suit. Additionally, the campaign also highlights Luxury Leisurewear comprised of hybrid garments in casual silhouettes that are fluid, comfortable and adaptable.
