Ermenegildo Zegna’s AW11 show

In the mood for China

This is the theme of this winter’s Ermenegildo Zegna’s wardrobe. Thanks to a revolutionary performance and experience, the inspirations behind this dedicated to China collection took shape with models appearing silmunateously on the catwalk and on the backdrop movie screen.

James Lima answered our call and made it all happen in via Savona in Milan last January. How? Models were filmed backstage in a ‘Green Room’ and projected in the catwalk room on a giant screen in real time. The Live-D technology envelopedz the models in a 360° filmed background, merging real and digital in a convergent multisensory experience. A fashion show that was a REAL show.

This cold season tale is about a gentleman traveller, a modern Marco Polo whose heart definitely sways towards the Far East. Fascinated by the Chinese culture we still are at Zegna 20 years after having opened our first boutique in China. More than an anniversary celebration, cuts, patterns and finishes pay tribute to tradition and suit perfectly contemporary lifestyles. Hence jackets, shirts and trousers are very much forties inspired but of today when worn. As one would expect from Ermenegildo Zegna, the hero materials are to name a few: luxurious tweeds, Prince of Wales checks and silk ornamented jacquards.Some specific details have been thought through to relate to China and are exclusive to this collection. They are trademarks of Zegna’s passion and love for China.
The “River”:an exclusive pattern that recalls the scroll painting “Along the River during the Quingming Festival” – Zhang Zeduan – (approx. from 1100), one of the most important artwork from the ancient Chinese history.
The puntiné: a special design coming from a traditional Chinese fabric that gives the cue to rounded collars and anniversary logos embossed or sewed.

Even accessories have their mood stamped on them: be it the special leather trims on the sole border of the ankle boots that starred the catwalk or a raccoon Mongolian hat with a puntiné lining. The travel bag in soft printed leather with the “River” pattern has replaced the travel trunk of the forties, being lighter and more practical than its ancestor. Ermenegildo Zegna’s man is not a common explorer but more a connoisseur who knows about history and codes and therefore dresses accordingly.

Ermenegildo Zegna signed a true show that not only presented a seasonal collection but also confirmed a genuine and long-lasting passion for the Chinese culture.