Ermenegildo Zegna took us on a journey for it's SS21 'phygital' show
Ermenegildo Zegna celebrates 110 years this year. And while that may have called for a grand celebration, it wouldn't have been possible with the current global health situation we're in. Yet, the luxury menswear brand has found a way to honour the milestone while also taking a unique approach in showcasing the Ermenegildo Zegna XXX spring/summer 2021 collection.
Its first 'phygital' show was filmed at Oasi Zegna in Trivero, Italy, the wildlife nature reserve that was founded by the Zegna family in 1993. The film takes us on a journey from the natural landscapes of Oasi Zegna, to the inner workings of the Lanificio Zegna Wool Mill (founded in 1910) that it surrounds, before making a final stop on the rooftop of the latter.
In a way, it's a representation of the journey that the materials the brand uses—from nature to the mills and finally to a collection showcase—and how Zegna is so much connected to nature since the very beginning, 110 years ago.
There's no denying now that lightness is a major trend for spring/summer 2021. As explained by artistic director Alessandro Sartori at the end of the phygital show, fabrics normally used for shirting were used for outerwear (and vice versa).
Suit blazers were also created using shirting constructions in mind so that there's less weight and gives the wearer the freedom to choose how the piece should be worn—outerwear or a lightweight single layer. Prints and patterns take on the form of fresher interpretations of classics.
Stripes come in varying widths and are even layered on top of each other (look 32), while tie-dye prints mimic checks but done in an organic fashion. And of course, the brand's continued use of sustainable materials as part of its #UseTheExisting motto, round off the collection.
Esquire now has a newsletter – sign up to get it sent straight to your inbox.