In a move towards introspection, Zegna has highlighted its founder's legacy of sustainability for the house's 110th anniversary, culminating in their A/W 20 menswear campaign. Beginning in the 1930s, Ermenegildo Zegna planted more than 500,000 trees in an epic reforestation project in the hills surrounding the Zegna wool mill, completely transforming the local landscape of Trivero into a nature reserve today known as OASI Zegna. Engraved wooden hearts crafted from naturally fallen Italian trees are available to buy from Zegna.com as a symbol of Zegna's love of the land.
The rich environmentalist heritage of the luxury Italian house has informed their approach to sustainability in 2020. Posing the question 'what will your legacy be for future generations?' to their global community, artistic director Alessandro Sartori has his own answer: to give waste a new life and make the dream of zero-waste possible.
Accompanying the house's enviromentalist tilt, questions surrounding modern masculinity also arise. 'What does it mean to be a man today?' asks the house. In opening up the conversation around social and environmental responsibility to consumers, Zegna aims to challenge the narrative that luxury fashion cannot contribute to global political discourse.