Z Zegna catwalk show
15 May. 2014
Z Zegna and Z Sport to debut as unified collection at Pitti Uomo
The contemporary Z Zegna brand will evolve towards a new identity by merging more formal and sports concepts into a contemporary statement of tradition and renewed aesthetics.
The new collection will draw inspiration from the meticulous tailored elegance of Zegna’s heritage with the experimental spirit of Z Zegna and the technological leisurewear expertise of Zegna Sport. The two brands – which originally existed in two separate worlds – will both be blended into a new Z Zegna, an evolving project focused on global modern lifestyle products.
Designed by Murray Scallon and Paul Surridge, the new collection will be unveiled during this June’s Pitti Uomo show. Their interactive design approach and creative partnership builds on mutual strengths and marks out a new strategic path for Z Zegna’s forward-looking brand philosophy.
The style objective of the new design workshop process is to underline how a single item can inject innovation and new energy into an established male wardrobe. Technical, high performance fabrics and intelligent details are found in all the main product categories, adding innovation to a fresh new outlook on tailoring and sportswear. Traditional dress codes are reinvented in unconventional silhouettes and smart, innovative fabrics such as natural high-performance Techmerino wool. The merging and merging of the product and its function are the key features of Zegna’s newest fashion direction.
Gildo Zegna, CEO of Ermenegildo Zegna Group, explains that “Zegna is developing a new business tool to target the evolving and specific needs of the menswear market. The new Z Zegna will concentrate its efforts on highlighting different product categories season after season. From ready-to-wear to accessories, this workshop has been developed by our design team and will put in place the best know-how and expertise to create a hybrid of an established concept. The aim of the new Z Zegna is to gain a solid position in the accessible luxury segment.”
A new Z Zegna store concept will also be launched in spring/summer 2015 with openings at important locations around the globe. The new collection will be available in select specialty and department stores worldwide as well as at many Ermenegildo Zegna flagship stores and also on Zegna.com.
Maria Cristina Pavarini
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