Glancing through Port Magazine‘s spring 2015 issue, I noticed the Ermenegildo Zegna S/S 15 advertising campaign in which the brand opted to utilise a portfolio-based approach showing current and prospective consumers products from their respective lines – bags, blazers, suits, trousers, shirts, sweatshirts, loafers and sneakers.
However, for Ermenegildo Zegna’s A/W 15/16 campaign, the brand has chosen to reference this seasons fashion show interpreting “the symphony of sustainability… drawing inspiration from its hero: the eco-leader” within the promotional materials, but also in the materials used for the creation of the products featured. This season’s collection offers the consumer “noble fibers from the house,” in addition to exclusive fabrics such as original archive Harris Tweeds, selected for their authenticity and for their “recyclability”.
This ties into the brand identity Ermenegildo Zegna projects, one of “environmental “protection” that is reflected in the garments and lives in the dna of the Zegna Group,” which can be seen in other images of the AW 2015 campaign, such as the soil and small green plants portrayed together with hands which recur in the campaign and reinforce the message of eco-solidarity. Furthermore, the campaign materials tie in corporate social responsibility initiatives with the longevity of the products. For example, with regards to sustainability, in the 1930s, Ermenegildo Zegna launched a formidable program of environmental reclamation around Trivero (Biella), where the Ermenegildo Zegna wool mill is still operating and in 1993, Oasi Zegna, a freely accessible nature park was created as a natural development of Ermenegildo Zegna’s “green thought”.
The advertising campaign does a fantastic job of imparting this season’s message whilst showing the brand as discerning in its choice of fabrics, stylish, yet functional in the design of the featured products.