Ermenegildo Zegna Explores the Value of Legacy in #WhatMakesAMan Campaign

Ermenegildo Zegna Explores the Value of Legacy in #WhatMakesAMan Campaign

Ermenegildo Zegna Explores the Value of Legacy in #WhatMakesAMan Campaign

The menswear brand celebrates its 110th anniversary with an important question: what will your legacy be?

The menswear brand celebrates its 110th anniversary with an important question: what will your legacy be?

Text: Mili Godio

Ermenegildo Zegna has always been committed to planting seeds of change. An quite literally so - the company's dedication to sustainability translates back to the 1930s, when its namesake founder began planting over 500,000 trees in the Oasi Zegna nature reserve. Now, Ermenegildo Zegna celebrates its legacy of positive environmental impact and 110th anniversary by posing the question, What will your legacy be?

The company's FW 2020 menswear campaign, titled #WhatMakesAMan, explores the idea of modern masculinity and ignites conversations of responsibility and purpose in creating a lasting legacy. Ermenegildo Zegna's  idea of what it means to be a man today began in Fall 2019 and continues in the present, taking into consideration the important values that contribute to a better, more sustainable tomorrow.

The FW 2020 collection features a #UseTheExisting mindset, which consists of using pre-existing, post-consumer materials to create sustainable luxury and reinforce a zero-waste system. Artistic director Alessandro Sartori ensures the recycling and upcycling of wool, cashmere fibers, and nylon to form incredibly sleek, tailored, and reinvented looks.

Along with the #WhatMakesAMan campaign, Ermenegildo Zegna launched a special token to celebrate the company's 110-year legacy and shared promise to the environment. Consumers can buy an engraved wooden heart, expertly crafted from Italian trees that fell naturally or cut down for security reasons. The wooden heart symbolizes the founder's love for the land and the lasting impact he made to this day.

The brand's aforementioned reforestation project transformed the area surrounding his wool mill into a 100 km2 nature reserve. Consumers who purchase the wooden hearts - retailing for $110 each - will contribute to the ecosystem.

You can check out Ermenegildo Zegna's FW 2020 collection, and "plant your legacy," on Zegna.com.

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