Three X as the logo of the Ermenegildo Zegna brand, which on Friday 15th June 2018 presented the Couture SS 2019 collection, opening the Milanese menswear shows.
The structure of the Mondadori headquarters was chosen as the location for the high-end brand, designed by Oskar Neimeyer in the mid-60s. With a modern design with arches that frame suggestive windows mirroring the rays of the sun at sunset, the building dominates the landscape in perfect harmony with the surrounding environment.
The Zegna style, which has always been characterized by the rigor and high tailoring of the garments, reveals some opening to leisurewear, with knitwear marked with the iconic logo and sneakers.
The interpretation of the accessories chosen undoubtedly reflects the generation of Millennials: clutches worn around the neck as if they were necklaces, handbags that recall artistic portfolios, caps with visors and covers for mobile phones that are part of our life 24/7.
The colours of the fabrics range from the most subtle earthly tones, blue and green to enhance the expressive potential of yellow and pink for raincoats, suits and blazers, which give a sparkling and youthful touch to the collection.
And again checks, vintage prints with boats, cups and tennis rackets, clearly inspired by a luxury lifestyle, which however mark a turning point in the brand, which is made less rigorous. Indeed, despite the still dominant presence of blazers, their cut becomes softer, and the suits are embellished with necklaces of different lengths that give the outfit a more casual look.
Was designer Alessandro Sartori’s choice to make the brand more easywear dictated by the majority of Asian buyers, with an average age of 30? Are we facing a change of direction, or perhaps an enrichment of the brand structure?
The best accessory in the collection: