Ermenegildo Zegna Men’s Spring 2022
What can digital add to the experience of the physical show? Storytelling, according to Ermenegildo Zegna artistic director Alessandro Sartori. While the company expects to return to the live format in January, the designer thinks that digital will continue to play a key role to reach a wider audience and share the story behind clothes.
For Sartori, the pandemic didn’t only showcase the power of digital, but strongly accelerated a process of transformation in consumers’ approach to fashion. “I think we are going through a very exciting moment, where we are radically changing the way we design and sell the collections,” said Sartori.
While he thinks that classic formalwear will continue to be relevant in the luxury world of bespoke and customization, ready-to-wear has to adopt to meet the new needs of today’s consumers.
His spring 2022 collection pointed to a new path for the brand, and Sartori questioned the traditional idea of suiting. “The suit now becomes a combination of separates,” he said, explaining that the brand will now give retailers and final consumers the chance to create their own suit combining pants with a range of matching tops.
This new approach to suiting was the main theme of the beautiful video that the company created to present its latest collection.
