Ermenegildo Zegna will present its new collections online
The XXX Summer 2021 collection of the brand will be the first in the history of the brand presented digitally
Fashion
April 28th, 2020
April 28th, 2020
As the lockdown continues and the date of a return to normality becomes increasingly uncertain, fashion brands begin to adapt to the new world situation through digital channels. After the announcement of Saint Laurent, which decided to break away from the usual calendar of appointments of the fashion calendar, it is now up to Ermenegildo Zegna to announce its new strategy, which for the presentations of the XXX Summer 2021 collection decided to opt for a new digital format. Gildo Zegna, grandson of the founder of the brand and CEO of the industrial group to which it is head, spoke thus of the new strategy adopted:
“There’s a time for everything. This is the time to think differently about the next future”.
According to the brand's announcement, the situation that the world is experiencing now is very difficult but it can become an essential opportunity to rethink its parameters and change the way creative work and collections of the brand are shared. This year marks, among other things, the 110th anniversary of the founding of the brand and the use of a digital format will allow you to explore through new dimensions the style and history of Ermenegildo Zegna. Among them, creative director Alessandro Sartori was excited about this opportunity to think outside the box:
“I have always wanted to use alternative formats to communicate my creative process to an even wider audience. The idea that this season I will present the collection with a digital tool gives me great energy and freedom of thought because I can finally enter directly into people’s place”.
In short, the brand and its management have realized the need for a change – a change that can become an important example for the rest of Italian fashion, especially since it comes from one of the most traditional heritage brands in the history of the country. Ermenegildo Zegna did not specify the precise modalities or timing of its new digital presentation format, so it remains to be seen what form this new "experiential dimension" will take and how it will represent the history and identity of the brand.
