Ermenegildo Zegna's New Campaign Is Challenging What It Means to Be a Man

'Masculinity is a state of mind, not a set of given rules.'

With its new campaign, The New Zegna Patch, Italian fashion house Ermenegildo Zegna asks what exactly makes a man. And it's a conversation worth having in today's world.

Masculinity, as the label says, is a state of mind and not a set of given rules: "One thing does not make a man, men have been learning that love is strength, kindness is power, openness is freedom. At Zegna, men get undressed to be dressed, daring to bare their distinctive selves, side by side with men for 110 years we continue to change, with them."

Zegna offers the two stars of the campaign as answers: Mahershala Ali and Nicholas Tse. Both actors are multifaceted when it comes to their craft, as well as how they embody masculinity. 

The campaign asserts love, failure, fight, risk, dreaming, playfulness, movement, and freedom as qualities that make a man today. But it's not at all restricted to just that, as men today are complex and constantly evolving.

Take a look at the campaign and watch the video below.

Photo by ZEGNA.

Photo by ZEGNA.

Photo by ZEGNA.

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About The Author
Paolo Chua
Associate Style Editor
Paolo Chua is the Associate Style Editor at Esquire Philippines, where he writes about fashion and grooming. Before joining Esquire Philippines, he was a writer at Town & Country Philippines.
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