11 Mar 2021
What does it mean to be a man today? This guiding question has been woven into the fabric of everything we do at Zegna. A starting point for conversations about identity, individuality, singularity, responsibility and legacy, our question fostered a global community sharing a common objective: to explore the complexities and intricacies of modern masculinity, encouraging dialogue as a way to effect progress.
This season, the #WHATMAKESAMAN concept evolves to include a new perspective. Our Spring-Summer 2021 campaign presents an opportunity for loved ones to consider the contemporary ideals that matter when it comes to the men in their lives by asking: What makes my man? Offering a more intimate portrait of individuals and relationships, we capture the bond between model, singer and songwriter Gabriel-Kane Day-Lewis and his mother, five-time Ce?sar Award-winning actress Isabelle Adjani.
Illuminating an outlook that is entirely her own, Isabelle turns the camera on Gabriel-Kane and presents an earnest vision of her son. “Sometimes my son sounds like he has an old soul,” says Isabelle. “Behind the boy that’s sometimes rebellious and really stubborn, there is so much wisdom and beautiful philosophy about love and kindness and generosity.” Together, the mother and son reflect on the lessons and values that make Gabriel-Kane the man he is today and express how important it is to grow up with positive principles that are passed down by the ones closest to us.
These dynamic individuals are all photographed against a natural backdrop inspired by Oasi Zegna, the birthplace of our brand. They showcase the Spring-Summer 2021 collection envisioned in fluid silhouettes and earthy colours that creatively reflect this lush landscape. It is here that our founder Ermenegildo Zegna ignited our lifelong pursuit of protecting the environment when he began planting more than 500,000 trees to establish a free-access nature park stretching 100 km2 from Trivero to the peaks of the Biella Alps in Northern Italy. Our evolving campaign invokes the special meaning of Oasi Zegna, as time spent in nature gives us the chance to reconsider our priorities and reflect on our values.
Honouring our legacy of sustainability, the Spring-Summer 2021 collection features reimagined wardrobe classics which continue to use more of our #UseTheExisting fabrics reworked for a new life. Much like our evolving ideas about masculinity, these fabrics are redefined to make the dream of zero waste possible. #UseTheExisting materials are recovered to create our featured Modern Tailoring looks, extended to include bombers and shirt-jackets for a reinterpretation of the monochromatic suit. Heralding a new era in style, the campaign also highlights Luxury Leisurewear comprised of hybrid garments in casual silhouettes that are fluid, comfortable and adaptable.
As the season progresses, we will be asking the global community of Modern Voices to reflect on: What makes me “me”? Asking this question on a personal level, Zegna encourages authenticity and introspection in changing times. We hope to come together and begin to discover what makes us “us”.