An indispensable component of a brand, in addition to the brand name, is the logo. Often behind a logo is a long history and untold story of the brand, but also represents the culture and spirit of a brand.
And a brand chooses to update the logo, often representing a new beginning. Recently, ZEGNA has used a new logo and brand logo to commemorate the brand's entry into a new era.
Not only did the original "Ermenegildo Zegna" be shortened to the uppercase serif "ZEGNA", but a new logo was introduced, consisting of two simple vicuña reddish-brown double stripes and a black stripe.
And why is this "Route 232" logo a new logo of the brand, and what brand history will this road contain?
ZEGNA spent an entire show telling what the road represented to them.
This show is the Winter 2022 series that came to an end a few days ago, and it is also the first show after they changed their name and changed the label. The current Creative Director of ZEGNA drew inspiration from this branded and historical Route 232 to design a new collection under the theme of "A Path Worth Taking".
The ubiquitous "highway" element
Models not only set off on Route 232, but the new brand logo is also clearly visible on many of the looks they wear.
Whether on suits, sweaters or pullovers, you can see tie-dye and jacquard stripes interpreting the "highway" element on different fabrics.
The brand's signature colour, vicuña reddish brown, is also widely used as one of the main colours in fashion and accessories.
The reason for the large presence of vicuña reddish brown on the highway logo is also because this color actually represents the high-end quality of the brand.
Vicuñas were once considered sacred animals by the Inca Empire. Located on a cold plateau, in order to survive in this condition, the vicuña has extremely fine and precious red-brown fluff, which is known as the "material of the gods". Therefore, the costumes made of vicuña hair were only allowed to be worn by the royal nobles of the Inca Empire at that time. ZEGNA is one of the few brands that use vicuña hair today.
In the series of fashion films released like movie pictures, French choreographer Sadeck Waff, known as the Master of Egyptian Hands, was also invited to a visual feast carefully choreographed for this season's fashion show.
A ZEGNA "Highway" signage performance centered on 160 hands and arms, brought by 80 dancers.
The frequent emphasis on new identities in the language of fashion and art is also because this "Route 232" represents the 232 Highway 110 years ago by Mr. Ermenegildo Zegna in the barren mountains of the Piedmont region of northern Italy, which led ZEGNA to become a well-known Italian menswear brand. So it is the beginning of the brand, the source of inspiration, and the way forward.
So outside the Milan Cathedral at the end of the concept video, a super-long "Highway 232" is interpreted with vicuña red and brown and black fashion, which perfectly echoes the theme "A Path Worth Taking", and also conveys the belief of the brand's founder, Mr. Ermenegildo Zegna: start with a single step and look forward to the future.
Ever-evolving stacking shapes
If the use of the "highway" logo is to express the determination to go all the way with the image, then this series is to bring us a new ZEGNA that is fresher, younger and more breakthrough with a different shape.
As Mr. Alessandro Sartori, Creative Director of ZEGNA, puts it: "I have always looked at the world from The perspective of Zegna. The realities we live in today require everyone to be flexible and adaptable. When this is reflected in the dress, it means that the use of shapes and materials needs to keep pace with the times and evolve to meet the needs of the moment. I've been exploring the concept of diversity and integration, and only by breaking free from the boundaries of tradition can I achieve new breakthroughs."
It can be seen that ZEGNA has long wanted to invade the daily wardrobes of young consumers! In a nutshell, it creates a more up-to-date sense of effortless experience.
Therefore, in this series, the multi-level stacking and the integration of different styles and functions are particularly eye-catching, not only wearing, but also in line with the aesthetics of the current era.
You can see the neatly cut silhouette coat with decorative band embellishments, while the inner layer unexpectedly chooses a storm sweatshirt longer than the coat length with narrow leg pants, combining fine tailoring with the lightness and comfort of outdoor sportswear to create a ZEGNA-style elite men's stylish wardrobe.
The inner and middle layers of the jacket and cargo jacket seem to have a little bit of squeamishness, and there is a curved flap.
This flowing and eclectic silhouette not only enriches the layers of the shape, but also shows the soft and firm presentation of ZEGNA, giving a new definition to the traditional formal dress.
Thick and thin fir can be worn as a coat, or as an inner jacket with a jacket, which brings many possibilities to wear.
The collage patterns on thick sweaters and knitted coats, which on closer inspection should be the forests and snow spots on the Zegna oasis, add many layers of variation to the overall sense of coordination.
At the same time, good taste is also reflected in the details.
Embellished with a yellow striped high collar, functional pockets and decorative hems on the jacket top all make the brand younger and more stylistic.
The casual stacking of different pieces and the constantly changing collocation methods gradually blur the boundaries between indoor and outdoor, inside and outside, and seamlessly connect.
In terms of color selection, I have to sigh that ZEGNA uses color to be pure blue.
Soft salt white, frost white and rock gray, deep ebony and mahogany brown, and eye-catching vicuña reddish brown and vintage brass colors are combined to make it a low-key luxury.
New materials that are constantly being explored
Between this stretch of "Route 232", it also passes through the 100-square-kilometer Zegna Oasis built by ZEGNA.
In the 1930s, Mr. Ermenegildo Zegna launched an environmental restoration program that constructed a "green concept" that carefully maintained the relationship between humans, mountain cultures and nature. To preserve the local environment and landscape, he planted 500,000 conifers in the mountains surrounding the woollen mill. In other words, he turned the surrounding area of the brand's wool mill into a large nature reserve.
Therefore, environmentally sustainable high-quality fabrics have always been the foundation of ZEGNA.
This season is also the use of good quality fabrics to the end, using a series of dense fabrics combined with organic color matching presentation.
Among them, Ben Fairy's favorite is a few coats with wavy and convex textures. Not only is the texture touching, but the soft colors such as salt white and rock gray give people a low-key sense of luxury.
The newly developed Oasis Cashmere fabric has paid tribute to the brand's historical and cultural heritage since its inception. Not only is it groundbreaking, but it also embodies exquisite craftsmanship and the concept of sustainable development.
Inspired by the Oasis ZEGNA Oasis Nature Reserve, this fabric is created by combining cashmere with the natural colours of natural herbs, leaves, wood and rhizomes. That is to say, all kinds of pigments are extracted only from natural things, and through organic dyes, the colors of nature are applied to all kinds of clothing.
Shirts and jackets made from leather and cashmere panels unlock the boundaries of formal and casual wear.
In addition, a variety of materials such as high-tech gabardine fabrics, waterproof wool, high-tech mulberry silk and wool denim can all be seen in ZEGNA's exquisite craftsmanship technology and determination to be sustainable and environmentally friendly.
This is also reflected in this concept film.
Through the ever-changing perspective, the overall lens and close-up details are cleverly switched, and the surreal space and the outdoor scene of nature are integrated, and zegna's "high-tech" and "Zegna Oasis" are expressed through the lens.
In short, ZEGNA is still a must-have wardrobe option for elite men, but the remodeled ZEGNA is more youthful and fashionable
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◎ The above pictures are from the mortal network, and the text is from the original fairy.