For over a century, Ermenegildo Zegna has followed its own path. Now, 111 years since the eponymous label was founded in the mountains of Northern Italy, the luxury fashion house has decided to streamline its identity, rebranding to simply ‘Zegna’. The new name is accompanied by a new-look logo with a capitalised modern font and a double-stripe signifier that references the road Zegna has traversed thus far.
You’ll also enjoy:
Zegna FW21 Continues To Explore The Fluidity Of Man By Asking ‘What Makes A Man’
Dior Men’s Fall 2022 Is Something To Write Home About
Timeless Timepieces; The Best Minimalist Watches For Women
The minimalist rebrand pays homage to the path paved by Ermenegildo Zegna and his family. Placing an emphasis on ecological work, Ermenegildo created Oasi Zegna, a sprawling green landscape spanning 100km², on what was formerly a stark, barren mountainside. Throughout his life, Ermenegildo established a new form of ethical entrepreneurship with an ethos of giving back. The new double-stripe signifier takes form in a warm vicuña tone, with a black stripe in the middle subtly evoking the form of a road.
In celebration of the new rebrand, Zegna has released an outdoor capsule collection that sees creative director Alessandro Sartori place a practical spin on traditional tailoring to create an elegant take on technical menswear. Through collaborations with external partners, Zegna is working to expand the concept of luxury leisurewear to include technical apparel, with the first capsule incorporating puffer jackets, jumpers, technical trousers, and underpinnings, as well as items like skis and water bottles, encompassing overall outdoor lifestyle essentials. The capsule includes input from four performance-oriented brands to ensure technical prowess; Zegna with La Sportiva, Zegna with Zai, Zegna with KASK, and Zegna with SIGG.
Zegna and La Sportiva collaborated on breathable air-mesh uppers and trail running shoes fit for endurance trails and off-road trails; KASK was instrumental in designing a new customized version of the Piuma-R ski helmet for aesthetically-minded snow sports enthusiasts; Zai developed performance ski gear differentiated by its robustness and pared-back elegance; while the SIGG water bottle gets the Zegna touch, clad in black aluminium with the vicuña signifier.
Explore the outdoor capsule and new Zegna identity via the Zegna webstore.
Words by AR Staff
