ZEGNA launches a new campaign with an immersive dinner party in Shanghai
By The Time Place Magazine
Mads Mikkelsen, Global Ambassador of the new Oasi Lino SS24 collection, stars in the brand’s ‘ZEGNA in Summer’ campaign
ZEGNA surely knows how to pick their global ambassador! The epitome of luxury menswear just dropped its Spring Summer 2024 ‘ZEGNA in Summer’ campaign, featuring none other than Danish star, Mads Mikkelsen. Picture this: Mikkelsen looking effortlessly cool in serene locations, rocking pieces from the chic Oasi Lino collection. As the face of ZEGNA, the “Fantastic Beasts: The Secrets of Dumbledore” actor also joined the brand’s elite 232 community of visionaries, all driven by a passion for excellence and bold style choices.
Unveiled during ZEGNA’s L’Oasi di Lino Summer 2024 fashion show in Milan, the Oasi Lino collection embodies Artistic Director Alessandro Sartori’s vision of effortless elegance for the season. With relaxed silhouettes and a nature-inspired colour palette, the collection highlights ZEGNA’s exceptional fabric-making skills. It all starts in Normandy, France, where the world’s finest flax fibres are sourced, before being transported to Italy and crafted into the luxurious Oasi Lino fabrics.
Ever wondered what sets Oasi Lino fabrics apart? The answer lies in production, as these fabrics were meticulously crafted from flax fibres that ZEGNA pledges to certify as 100% traceable starting this year, signifying a pivotal advancement to the brand’s Road to Traceability campaign.
This initiative is rooted in the founding values of Oasi Zegna, a 100km² natural haven in the Italian Alps that epitomises the brand’s dedication to environmental and societal stewardship. Since 1910, Oasi Zegna has undergone extensive reforestation, with over 500,000 trees planted, transforming it into a thriving and biodiverse ecosystem. This enduring legacy of sustainability and environmental care has been integral to ZEGNA for over a century, and the Oasi Lino collection proudly upholds this beautiful tradition.
Drawing inspiration from Oasi Zegna, and a curated selection of locales that mirror the lifestyle essence of the Oasi Lino collection, the ‘ZEGNA in Summer’ campaign spotlights Mads Mikkelsen in iconic ZEGNA staples. Among them are the Alba Overshirt, Triple Stitch Espadrilles, and the newly introduced Orizzonte II Sunglasses, named after the Italian word for horizon, which perfectly complement Mads’s effortless style and charisma.
The global celebration for the new campaign took place in Shanghai on May 23, with the premiere of “VILLA ZEGNA,” a visionary event concept, which drew inspiration from the historic residence of ZEGNA’s founder nestled within Oasi Zegna. At “VILLA ZEGNA”, esteemed guests embarked on an immersive journey into the ZEGNA universe, where every detail delighted the senses.
The spectacular launch event embodied ZEGNA’s innovative approach to engaging with its esteemed customers, providing exclusive, personalised experiences that forged deep emotional bonds with the brand. “VILLA ZEGNA” offered unparalleled insight into the legacy of Ermenegildo Zegna, the visionary founder who planted over half a million trees and constructed a road connecting the two sides of the mountain landscape he envisioned as Oasi Zegna back in 1930.
Throughout the week, ZEGNA orchestrated exclusive dinners in Shanghai to commemorate “VILLA ZEGNA,” joined by its Global Ambassadors, Mads Mikkelsen and Wu Lei. The intimate affair united the brand’s inner circle including close friends, opinion leaders, innovators, celebrities, top-tier customers, tastemakers, and members of the press. The gathering celebrated this pivotal occasion and showcased the new Spring/Summer 2024 ‘ZEGNA in Summer’ campaign, starring the ever charismatic Mads Mikkelsen.
“I am really proud to continue my collaboration with ZEGNA and to be the Global Ambassador of the new Oasi Lino SS24 collection. ZEGNA is the leader in the production of fine fabrics and global excellence in menswear. Their commitment with Oasi Lino towards sustainability and traceability is extraordinary. Oasi fibres are the epitome of the highest craftsmanship that goes into every ZEGNA product. The philosophy and values of ZEGNA are the reason it is such an inspiring brand,” said Mads Mikkelsen, ZEGNA Global Ambassador, during the exclusive launch event.
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