Unlike some of his colleagues, Alessandro Sartori, the artistic director of Zegna, has never dreamed of showing his fall-winter collection via a physical parade.
"
We wanted to tell a story differently, because organizing a physical event, even with only 100 guests, exposes everyone to risks," explains
the Italian via Zoom.
In September, it was difficult to predict what January would look like, but we had a bad feeling.
Digital then seemed to us to be the right choice because it also offers the end customer an experience, unlike fashion shows.
»Where the traditional format remains reserved for the industry, the press and buyers in mind, the video reaches, in principle, the general public.
To read also: "Fashion Pact": the leaders of Chanel, Adidas, Zegna ... of the fashion coalition around sustainable development share their experience
Some details recall, for example, an ERMENEGILDO ZEGNA dressing gown
In 15 minutes of a film shot in Milan, especially on the new campus of Bocconi University, and written by Alessandro Sartori, Zegna's new locker room is revealed.
Indoor and outdoor clothing mix.
"
This meeting makes it possible to create
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