Robert De Niro Is Part of Ermenegildo Zegna’s New Strategy
Defining moments
The new campaign for Ermenegildo Zegna stars Hollywood legend Robert De Niro, famous for films like Taxi Driver and Goodfellas, and upcoming young actor McCaul Lombardi. Both silver screen stars, dressed in luxury suits and shirts, are conversing about their defining moments in life. This conversation is the core element of the campaign, which points the brand in a new direction.
New direction of Ermenegildo Zegna campaigns
The campaign’s artistic director is Alessandro Sartori, who has brought new energy, a breath of fresh air and original ideas to Ermenegildo Zegna. This campaign, which presents Ermenegildo Zegna men’s luxury attire for the Spring/Summer 2017 season, is a precursor of the brand’s new strategy. The campaign certainly doesn’t lack appeal.
According to Alessandro Sartori, it is the first phase of a change in which the luxury brand prioritises human conversation over the standard monologue, which traditionally focuses only on presenting the product.
Defining moments is about the people who wear the brand
Just like the hands that work on the collection, the brand’s story comprises its definition by the people who wear it. People from various corners of the globe, people with diverse experiences, people of different characters and generations. People whose lives were transformed by defining moments.
The new strategy was created to face the changing market and society as a whole. A successful company must offer products that meet customers’ expectations. Defining moments is a new direction for this luxury brand and we will keep track of it with anticipation.
