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How Ermenegildo Zegna is sharpening its sport-inflected, streetwise aesthetic

Ermenegildo Zegna might be baiting the modern sartorialist, but its focus on impeccable tailoring and fine fabrics still remains.

Expect to see much more of Ermenegildo Zegna outside the boardroom and on the streets in the seasons to come. With his latest Fall/Winter 2018/19 offerings, artistic director Alessandro Sartori continues to steer the classic Italian house towards a more contemporary direction. What this means for the modern sartorialist is that Zegna is sharpening its sport-inflected, streetwise aesthetic, but without compromising on the label’s hallmarks such as impeccable tailoring and fine fabrics.

While the brand’s bespoke and made-to-measure clientele might already be familiar with its XXX symbol, a signifier of the manual, artisanal craft of Ermenegildo Zegna Couture, it will be making its way to more accessible status symbols such as backpacks and shoes. Keep an eye out for the XXX jacquard motif and logo on ready-to-wear clothing and accessories, like the brand’s technical leather bags – understated, yet more visible than the brand has ever been.

FIRST STEP
Zegna’s fine raw fibre is processed and woven in a lengthy process.

(RELATED: 3 ways to carry off a logo without veering into gauche territory)

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