For its Autumn/Winter 2015 advertising campaign, which takes the form of a new multimedia campaign, Z ZEGNA has chosen energy, innovation and 24/7 attitude as its watchwords. Emphasizing the strengthening and elevation of its core concept based on the meeting of tradition and sportswear, and elevating the brand’s “Be Your Own Style” philosophy to a higher octave, the advertising campaign uses video and music to convey the versatility of a new, innovative Z ZEGNA offering that embraces the permeability of genres and freedom of choice. The advertising film features Adrian Lux, the Grammy-nominated Swedish DJ/music producer who composed a soundtrack exclusively for Z ZEGNA.
Adrian Lux’s avant-garde approach to music perfectly conveys the dynamic, exhilarating and multi-faceted spirit of the Z ZEGNA man. Set in the urban landscape of a metropolis, the 24/7 functionalitythat characterizes the new Z Z EGNAcollection is embodied by the permeability of the Z ZEGNA man’s universe, as he naturally transitions between his workday and his leisure time. We see him evolve through a typical hectic day. In the image of an advertising campaign in which Z ZEGNA’s key concepts of deformalization and sportification come together as naturally as possible, Adrian Lux opts for a wardrobe that combines suits, shirts, sneakers, sportswear and outerwear, as practical, high-performance garments that don’t forgo elegance. Changeable looks and color variations are part of the program, as are featherweight fabrics, acclaimed for their elasticity and comfort and a must-have in the wardrobe of the modern-day gentleman on the move.
In the midst of a deliberately eclectic mix of colors, materials and influences, the iconic Z ZEGNA pentagon plays an essential role. High-tech sportswear, techno hybrid knitwear and resolutely traditional sartorial pieces are superimposed to create complementary contrasts, defining a new approach to personalized clothing style. To perfect the Z ZEGNA style, the iconic 100% natural Techmerino wool sneakers combine classic, sophisticated shapes with high-performance flexibility to accompany the Z ZEGNA man through his busy day.
Video link to the advertising campaign :
CREDITS :
Art agency : OUTTHERE
Art director: Andrew Wren
Production: Good Egg
Directed by: Tell no one
Stylist: Mattias Karlsson
Photography agency: Bird Production
Photographer: Andrea Spotorno
Actor : Adrian Lux
Soundtrack: ZZ-24:7 (C.Bernardo / A.Hynne) © 2Stripes Music Publishing / Warner/Chappell Music Scandinavia AB / Sony/ATV under license by Warner Chappell Music Italiana S.r.l.
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