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Zegna, a specialist in high-end Italian menswear and accessories has just unveiled its latest collection. The ‘What Makes a Man Campaign’, figureheaded by Mahershala Ali and Nicholas Tse, serves to highlight the ever changing expectation of masculinity in fashion and in society.
A purveyor of timelessly modern clothing to generations of men over the last one hundred and ten years, Zegna has always adopted an ever-evolving mindset. Now the brand seeks to encourage an open conversation around what makes a man today. We have no answers to this question, nor any bold statements to make; rather, we seek to pose questions and foster a dialogue.
Zegna’s desire to facilitate this conversation is the major purpose behind our new brand campaign. This campaign is a platform for discussion – and perhaps some provocation. We recognize that it takes courage to express a new type of masculinity – a masculinity that is, perhaps, different from the idealized versions of masculinity that have existed for so long. With a deep respect for this courage, Zegna, a brand rooted in tailoring and fine craftsmanship, is also embracing an idea of masculinity that is fluid, sensitive, and unequivocal.
Zegna believes courage is an essential part of masculinity today. The courage to shatter conventions, but also the courage to embrace risks, accepting that failure may be the result.
Two-time Oscar winner Mahershala Ali is a versatile actor who has depicted and embodied many shades of masculinity. He is a natural fit to represent the idea of what a man is today. He brings a personal gravitas and a lightness of spirit, an inner richness and wit.
The talented and multifaceted artist Nicholas Tse was destined to become a star since the day he was born. His unique personality and passion for the arts, coupled with his determination to challenge stereotypes, makes him the perfect voice to explore the meaning of modern masculinity.
Spare, meaningful portraits are juxtaposed with white pages, scribbled with handwritten notes that convey a sense of constant questioning. Questions, not answers, are enlightening after all. The campaign asserts love, failure, fight, risk, dreaming, playfulness, movement, and freedom as qualities that make a man today – but more traits can always be added, as men today are complex and constantly evolving. The ultimate goal is to open a door, letting ideas unfold and welcoming the shape they will take.
