#WHATMAKESAMAN: Zegna says responsibility

Zegna takes its #WHATMAKESAMAN campaign a step further to inspire men to express their values through actions that speak about responsibility, respect, care, passion, hope and purpose.

Last Fall/Winter 2019, Zegna unveiled a new campaign that explores the meaning of modern masculinity by asking a simple question: what does it mean to be a man today? After 110 years of interacting with the world of men, the brand took a bold step in challenging traditional notions of manhood and embracing what masculinity is to each individual.

For the new Spring/Summer 2020 season, Zegna takes its #WHATMAKESAMAN movement one step further to inspire men to express their values through actions that speak about responsibility, respect, care, passion, hope and purpose.

Calling for self-reflection on moral codes in this modern age in hopes of creating a better tomorrow, the campaign highlights its long-held core principles of philanthropy and sustainability.

“Masculinity is evolving, and men are daring to highlight their inner emotions, showing who they are. A modern man takes care. A modern man thinks responsibly and acts respectfully,” reads the press statement.

Two-time Oscar recipient Mahershala Ali and multi-talented actor, singer and entrepreneur Nicholas Tse return as faces of the campaign once again, dressed in the brand’s Modern Tailoring as a reflection of its innovation and development.

Both gentlemen embody Zegna’s answer to its own question: a modern man is built with purpose and expresses it in his sense of style. Whether in a monochromatic suit or casual jacket and pants, the Zegna man makes an effort to reuse existing materials in order to reduce fashion waste – or what the brand dubs #USETHEEXISTING.

Championing for more pre- and post-existing materials that are rewoven into new life, #USETHEEXISTING fabrics underscore Zegna’s continuous responsibility towards communities and the environment.

Watch the campaign video below.