Zegna’s Fear of God Collection Is the Perfect Interpretation of Easy Luxury
The show goes on. Though chaos continues to envelop the world, we’re finding ways to regain our footing. Slowly, businesses are resuming operations, making sure to employ safety systems for employees and clients alike. In fashion, that means a move toward the ephemera of the Internet with labels strengthening their e-commerce platforms. Those who haven’t established online shopping yet are scrambling to get their portals up and running, woefully learning you need one to survive now.
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But that’s just one end of the fashion eco-system for there are other steps that precede clicking the “Add to Cart” button. Ermenegildo Zegna, the menswear fashion powerhouse, recently launched its first digital press day as a way to reestablish continuity, from its Italian HQ to your mobile phone screen.
Earlier, fashion houses would put on a spectacle in New York, London, Milan, or Paris, inviting editors and opinion leaders to the runway show in order to drum up enough buzz that will burn through the world. And then, to continue the cycle, they would take the show on the road, sending the entire collection on regional tours with glossy parties and presentations, all still peopled by journalists and VVIPs.
That beautiful time is over. Now that stay-at-home orders are in place and air travel is at a minimum, converging on a foreign city for a fancy clothes party isn’t doable anymore. And so the fashion shows and walkthroughs are replaced by virtual press days where you can view the clothes and maybe do other cool things from the safety of your WFH setup.
The tour starts with an e-mail with a link to a special website that is protected by a password. Is it comforting to know that, though the world has been turned inside-out, some things, including invite-only events, still remain?
What awaits inside is a succinct presentation with one video divided and bookmarked into four collections: Ermenegildo Zegna, Ermenegildo Zegna Couture, the vibrant ZZegna, and what we’re most excited about, the Zegna and Fear of God set, the Italian house’s first creative collaboration. All are, by the way, annotated by Zegna's creative director Alessandro Sartori.
Watching clips or reviewing stills of a full collection is nothing new as these are readily available online, but to have the artistic director welcome you to the show, narrate the beats of each set, and thank you afterward—even if it is a recorded message—is so much better than reading a news release.
But back that Fear of God collab. The set, which will be available in September, is defined as an authentic collaboration between Zegna’s luxury and Fear of God’s leisurewear, which coincidentally, has been described as the new American luxury.
“We have worked with great balance, without our egos ever surpassing one another, to create a unique new wardrobe—a perfect synthesis of our two souls: clothes to wear at any time of the day in order to feel good. And this is only the beginning, as our conversation has just begun,” says Sartori of the collaboration and working with Fear of God’s Jerry Lorenzo.
Beyond the modern appeal of the collection, which is made even more special because it is rendered in the finest natural fabrics and put together with topnotch construction, there is that mandate from Zegna “to just enjoy the clothes.” And you will because, not only are they wearable, they’re also beautiful.
The oversized outwear and deconstructed suits appear inviting, especially in the set’s neutral scheme of gray, taupe, and black. As well, the clothes are not too radical, finding the balance between the classic taste of Zegna and the cool California point-of-view of Fear of God. A black bomber jacket with its enveloping feel is a standout as well as the high-rise trousers with the thick waistband. We’d were these to go out into the world again… or just hang out at home.
The fashion industry makes up two percent of the world’s GDP or $3 trillion, and that big chunk of money represents not only the joy of wearing something you love but also the livelihood of millions. Right now, it’s important that everyone gets back on their feet and it is certainly good news that companies like Zegna are doing all they can to do so.