Responsibilities make the man
#WHATMAKESAMAN
“What does it mean to be a man today?” Last season, Zegna engaged in a reflection that opened with this simple question, around which our Fall-Winter 2019 campaign was built. This campaign was not about imposing a new truth, but rather about leading a conversation about the meaning of modern masculinity. We encouraged men to take risks in order to live masculinity as they perceived it, even if it went against traditional codes of masculinity. After 110 years of observing the male universe from every angle, we were able to meet this challenge.
For Zegna, the next step is to encourage people to put their principles into practice through actions that speak of responsibility, respect, care, passion, hope and meaning. Our brand continues its journey by setting itself a new challenge. The ambition of #WHATMAKESAMAN is to call on people to reflect on the values they defend in these modern times, and to act according to their principles for a better future. This has been Zegna’s mission from the outset. We have always had a deep respect for the earth and its inhabitants. Philanthropy is part of our DNA. Sustainability has been ingrained in our minds since our origins.
We take care of the world we live in by reusing and reinventing what already exists. An initiative called #USETHEEXISTING. And to further strengthen our commitment to the planet, we’re using more recycled materials and materials from pre-existing sources, giving them new life while reducing the waste produced by the textile industry. The #USETHEEXISTING fabrics help us apply our sustainable development values to our creations. Guided by our genuine desire for preservation, we behave responsibly towards individuals, communities and different regions of the world.
This new campaign explores Zegna’s modern masculinity by transforming introspection into a form of expression. Carried by the #WHATMAKESAMAN ambassadors, determined men capable of adapting to the outside world and shaping the future, the phrase “being a man” today takes on its full meaning.
Two-time Oscar-winning actor Mahershala Ali and multi-faceted actor, singer and entrepreneur Nicholas Tse continue to headline the campaign, which explores the importance of responsibility. These representatives of the modern man wear pieces from the Modern Tailoring collection, reflecting Zegna’s emphasis on innovation and progress. Invoking versatile notions of style, convention and masculinity, we present contemporary cuts for the modern man, stylishly revisited through monochrome suits.
For Zegna, authenticity is built from the beginning, and we reconfirm our ongoing social and environmental responsibility. Our founder’s dream was not limited to fabrics: he wanted to make his hometown – and the world around it – a better place, by striving for excellence without jeopardizing the quality of life of future generations.
At the side of men since 1910, our intrinsic values are solid, while continuing to evolve with them, and over time. Masculinity is advancing, and men are daring to express their emotions, to show who they really are. A modern man shows care. A modern man has a sense of responsibility and acts with respect. The Zegna man is a modern man.
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