Z Zegna merges with Zegna Sport to develop new approach
Big changes are happening at Ermenegildo Zegna. The luxury menswear fashion house is revolutionizing its Z Zegna youth line. The legendary fashion group, symbol of classic Italian clothing, launched the line in 2004 to expand its customer base to a younger more fashion-forward audience. Z Zegna is now transitioning "into a new identity, for a new aesthetic in a contemporary style," said the brand in a statement.
The new Z Zegna will incorporate Zegna Sport, the group's sports clothing line, by mixing "experimental elegance typical of the former Z Zegna with the technology personality of Zegna Sport casual fashion," said the Italian company.
Started by Alessandro Sartori, the line's first creative director, the Zegna Group's youth line advanced to a new phase in 2011 with the arrival of British designer Paul Surridge as creative director (formerly Jil Sander, Burberry and Calvin Klein). He replaced Alessandro Sartori, who left the job to move to Berluti. Today, the label is starting out in a new direction by naming Irish designer Murray Scallon to work alongside Paul Surridge. Scallon has been part of the Ermenegildo Zegna design team for years.
"Tech-wear, modern and avant-garde" – those are the three key words the brand uses to define the new collection, which will now be neighbors to the label's sartorial style and its sportswear with high-performance technical fabrics and the latest materials, such as "technomerino," said the brand.
"Zegna is developing a new business tool to target the evolving and specific needs of the men’s wear market," said group CEO Gildo Zegna. "The new Z Zegna will concentrate its efforts on driving attention to different product categories season after season. From ready-to-wear to accessories, this workshop has been developed by our design team and will put in place the best know-how and expertise to hybridize an established concept. The aim of the new Z Zegna is to gain a solid position in the accessible luxury segment," he said.
The launch of this team-designed new Z Zegna collection is scheduled for the next edition of Pitti Uomo. The brand is the trade fair’s guest of honor, with a runway show scheduled June 19, 2014.
The line will be sold in Ermenegildo Zegna stores and on Zegna.com, as well as in select multi-brand outlets and in the most prestigious department stores. Starting in the spring/summer 2015, the brand will also be launching a new Z Zegna store concept with several new openings.
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