Ermenegildo Zegna will present its new collections online The XXX Summer 2021 collection of the brand will be the first in the history of the brand presented digitally
As the lockdown continues and the date of a return to normality becomes increasingly uncertain, fashion brands begin to adapt to the new world situation through digital channels. After the announcement of Saint Laurent, which decided to break away from the usual calendar of appointments of the fashion calendar, it is now up to Ermenegildo Zegna to announce its new strategy, which for the presentations of the XXX Summer 2021 collection decided to opt for a new digital format. Gildo Zegna, grandson of the founder of the brand and CEO of the industrial group to which it is head, spoke thus of the new strategy adopted:
“There’s a time for everything. This is the time to think differently about the next future”.
In short, the brand and its management have realized the need for a change – a change that can become an important example for the rest of Italian fashion, especially since it comes from one of the most traditional heritage brands in the history of the country. Ermenegildo Zegna did not specify the precise modalities or timing of its new digital presentation format, so it remains to be seen what form this new "experiential dimension" will take and how it will represent the history and identity of the brand.
