Get ready for an exclusive journey into the world of Zegna's latest venture! A scent-sational adventure awaits!
Zegna, the iconic fashion house, is making waves with its new fragrance collection, 'Memorie', a nod to its rich history and roots. But here's where it gets intriguing... this launch is more than just a new perfume line; it's a celebration of the brand's legacy and a step towards a holistic fashion experience.
In a bustling fashion week, Zegna's Artistic Director, Alessandro Sartori, sat down with WWD to unveil the secrets behind this olfactory masterpiece. The collection, developed in collaboration with Give Back Beauty, is a labor of love, taking over two years to perfect. And it's not just about the scents; it's about storytelling and creating an immersive experience.
"Memorie" translates to "Memories" in English, and each fragrance is a chapter in the life of founder Ermenegildo Zegna. From the inkwell where ideas were born to the Alpine roads that inspired his vision, this collection is a journey through time and nature.
But here's the controversial part: Zegna believes that fragrance is an essential element in completing the fashion experience. Sartori emphasizes, "The olfactory experience enhances the wardrobe and the life of the person we dress." Do you agree? Is scent an integral part of fashion, or is it an added luxury?
The collection offers six unique fragrances, each with a story to tell. 'Il Calamaio' (Inkwell) captures the moment of inspiration, while 'Il Lanificio' (Wool Mill) pays homage to the heart of Zegna's business. 'A Trivero' celebrates the brand's Italian roots, and 'Il Sottobosco' honors its connection to nature. 'La Panoramica' takes you on a scenic road trip, and Sartori's personal favorite, 'Saga del Piemonte', evokes warm family memories.
Each scent is crafted by master perfumers, ensuring a consistent and unique experience. The bottles, with their soft gradient finishes, are a work of art in themselves, sealed with an ash-wood cap bearing the Zegna crest.
The collection's launch is a global affair, starting in the U.K. and the Middle East, followed by a U.S. rollout. The dedicated campaign, featuring longtime Zegna friend and actor Mads Mikkelsen, will be revealed on the brand's channels, taking viewers on a journey through Casa Zegna.
Sartori's vision extends beyond the fragrances; it's about building relationships and creating a family atmosphere. He recalls his trip to Los Angeles, where he defined the brand's celebrity strategy, focusing on genuine connections. And with Roman Coppola, a member of the 'family', directing the campaign film, the approach is truly unique.
As Zegna turns its attention to the U.S., its move to Los Angeles for the spring 2027 show is a full-circle moment. The show will be part of a week-long program, engaging top clients and the international press. The brand's exclusive VillaZegna concept, inspired by the founder's home, will also make its Los Angeles debut.
But here's the part most people miss: Zegna is not just about fashion; it's a group with diverse brands, including Tom Ford Fashion and Thom Browne. And Give Back Beauty, the beauty license holder, has an impressive portfolio, including Elie Saab and Chopard. It's a lifestyle division that incubates celebrity-backed brands and partners with established perfume and beauty labels.
So, is Zegna's fragrance collection just a new product launch, or is it a strategic move towards a more holistic fashion experience? And what does this mean for the future of fashion and beauty collaborations? We'd love to hear your thoughts in the comments! Are you excited about Zegna's new venture? Do you think fragrance is an essential part of fashion?
