O que significa ser homem hoje? Essa pergunta norteadora está presente em tudo o que fazemos na. Ponto de partida para conversas sobre identidade, individualidade, singularidade, responsabilidade e legado, nossa pergunta fomentou uma comunidade global que compartilhava um objetivo comum: explorar as complexidades e meandros da masculinidade moderna, incentivando o diálogo como forma de efetivar o progresso.
Nesta temporada, o conceito #WHATMAKESAMAN evolui para incluir uma nova perspectiva. Nossa campanha Primavera | Verão 2021 apresenta uma oportunidade para que seus entes queridos considerem os ideais contemporâneos que importam quando se trata dos homens em suas vidas, perguntando: O que torna meu homem? Oferecendo um retrato mais íntimo de indivíduos e relacionamentos, capturamos a ligação entre o modelo, cantor e compositor Gabriel-Kane Day-Lewis e sua mãe, a atriz cinco vezes vencedora do Prêmio César Isabelle Adjani.
Iluminando uma perspectiva inteiramente sua, Isabelle vira a câmera para Gabriel-Kane e apresenta uma visão sincera de seu filho. “Às vezes, meu filho parece que tem uma alma velha”, diz Isabelle. “Atrás do menino que às vezes é rebelde e realmente teimoso, há muita sabedoria e bela filosofia sobre amor, bondade e generosidade.” Juntos, mãe e filho refletem sobre as lições e valores que fazem de Gabriel-Kane o homem que é hoje e expressam a importância de crescer com princípios positivos que são transmitidos por aqueles que estão mais próximos de nós.
Nossa jornada continua em uma direção mais pessoal à medida que exploramos a singularidade das histórias e experiências do homem moderno. Através dessa lente, também capturamos um retrato íntimo do ator chinês Li Xian ao lado de Noonoouri, o personagem digital que fez da sustentabilidade o centro de sua atividade virtual. Esta dupla inesperada reflete sobre os valores contemporâneos que defendem, lembrando-nos que a masculinidade não é uma ideia fixa ou um conjunto rígido de regras estabelecidas por outros. Em vez disso, a masculinidade é um conceito fluido e um estado mental profundamente pessoal.
Esses indivíduos dinâmicos são todos fotografados em um cenário natural inspirado em Oasi Zegna, o local de nascimento de nossa marca. Eles mostram a coleção Primavera | Verão 2021 concebida em silhuetas fluidas e cores terrosas que refletem de forma criativa esta paisagem exuberante. Foi aqui que nosso fundador Ermenegildo Zegna deu início a nossa busca permanente pela proteção do meio ambiente quando começou a plantar mais de 500.000 árvores para estabelecer um parque natural de acesso livre que se estende por 100 km2 de Trivero aos picos dos Alpes Biella, no norte da Itália. Nossa campanha em evolução invoca o significado especial de Oasi Zegna, pois o tempo passado na natureza nos dá a chance de reconsiderar nossas prioridades e refletir sobre nossos valores.
Honrando nosso legado de sustentabilidade, a coleção Spring | Summer 2021 apresenta clássicos do guarda-roupa reimaginados que continuam a usar mais nossos tecidos #UseTheExisting retrabalhados para uma nova vida. Assim como nossas idéias em evolução sobre masculinidade, esses tecidos são redefinidos para tornar possível o sonho do desperdício zero. #UseTheExisting materiais são recuperados para criar nossos looks de alfaiataria moderna, estendidos para incluir bombardeiros e jaquetas de camisa para uma reinterpretação do terno monocromático. Anunciando uma nova era no estilo, a campanha também destaca os trajes de lazer de luxo compostos por peças híbridas em silhuetas casuais que são fluidas, confortáveis e adaptáveis.
À medida que a temporada avança, pediremos à comunidade global do Modern Voices que reflita sobre: O que me torna “eu”? Fazendo essa pergunta em um nível pessoal, Zegna incentiva a autenticidade e a introspecção em tempos de mudança. Esperamos estar juntos e começar a descobrir o que nos torna “nós”.
Sobre o Grupo Ermenegildo Zegna
Ermenegildo Zegna é uma marca líder global de moda masculina de luxo fundada em 1910 em Trivero, Itália, pelo jovem empresário Ermenegildo, cuja visão pioneira continua a inspirar o desenvolvimento dos negócios da empresa de forma sustentável: usar recursos para o bem dos outros; dar de volta às pessoas e aos funcionários; cuidar do território e das comunidades de onde vem a marca. A empresa é hoje dirigida por Ermenegildo Zegna como CEO, neto do fundador e terceira geração da família Zegna.
Ao longo dos anos, a empresa evoluiu da produção têxtil de alta qualidade para a comercialização artesanal de especialização em indumentária e para a afirmação de uma marca de estilo de vida de luxo em todo o mundo com uma rede de varejo que cobre mais de 100 países.
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