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Ermenegildo Zegna’s XXX Summer 2020 Fashion Show this year is working with the idea of reverting waste to opportunity
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The menswear line presented is made up of articles of clothes fashioned out of reusing previous pieces, bringing to attention the idea of reuse
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The mantra for the show is #UseTheExisting and managed to create a luxurious fashion show in a former derelict industrial warehouse
Ermenegildo Zegna’s XXX Summer 2020 Fashion Show displayed a range of menswear all around the idea of reusing materials, fabrics and other pieces of clothing.
The massive hollow warehouse used a cool runway and a host of industrial lights to nail that chic feel, as well as hammer in the message Zenga is going for this year of #UseTheExisting.
Zenga this year explains it is committed to continue to create new fabrics from existing ones.
“It is our duty as denizens of this world to live responsibly – says Zegna’s Artistic Director Alessandro Sartori – I want to do it using the creative means I have at my disposal, which extend from the materiality of fabric making, to the exquisite technicality of tailoring to the highly communicative aspect of show – making. Everything is connected, and everything conveys the same idea: we do not need to create the new from scratch, but we can reuse and reinvent the existing, getting progressive fabrics out of discarded ones, translating traditional techniques into innovative lifetime tailoring, turning an abandoned place into an area of creation”.
The fashion house is creating “pragmatic” suits composed of former blousons, shirts or polo-shirts, pockets are taken from sporty items and put onto more tailored ones, and using wool and other fabrics from “pre-existing sources”.
The brand this year has succeeded in going for “industrial elegance” thanks to the use of mineral hues of cement, steel, carbon and matt black. Along with tones of brass, rust, red blaze, sand and matt gold and light notes of nude, aqua, leaf green, teal and oxidised copper.
Have a look at the video of the show below:
