Zegna
Zegna's cinematic campaigns and tactile menswear tailoring across luxury fashion and beauty
Featured Zegna projects
This week's top Zegna projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Zegna · Zegna in Summer
Zegna presents 'Zegna in Summer,' a commercial film capturing a Mediterranean-inspired seasonal aesthetic. Starring actor Mads Mikkelsen, the project follows his journey across open water in a classic wooden motorboat, leaning into a cinematic and warm atmosphere. Directed by Mattia Benetti with cinematography by Luca Bigazzi, the piece focuses on detailed textile textures and refined summer silhouettes. The project features creative direction from Margot Populaire and Devon Hind. The visual language relies on live-action technique and drone footage to emphasize the scale of the landscape, grounded by the styling of Julie Ragolia.
Zegna · Stellan
Zegna’s latest campaign for the Stellan fragrance line features actor Stellan Skarsgard in a series of intimate vignettes. The commercial focuses on the ritual of preparation, tracking the actor as he moves through a historic interior to dress for an evening event. Directed by Max Cooper, the film channels a classic sensibility through its use of monochrome visuals and analogue film techniques. The aesthetic leans into cinematic framing and dramatic lighting, emphasizing a tactile, sophisticated atmosphere throughout the production.
Project Zegna · Spring 2026 Ad Campaign
For the Zegna Spring 2026 ad campaign, creative director Alessandro Sartori curates a vision that masterfully bridges the gap between high-end luxury fashion and the raw, quiet majesty of the natural world. Featuring actor Mads Mikkelsen as the central protagonist, the campaign unfolds within the lush, glass-walled confines of a conservatory at Oasi Zegna in Trivero. The imagery leans into a deeply cinematic aesthetic, utilizing a series of editorial lifestyle portraits that emphasize the house's dedication to tactile luxury. Across the campaign, the soft, natural light filtering through the greenhouse foliage highlights the exquisite textures of suede overshirts, layered knits, and tailored trousers. This interplay of light and shadow elevates the collection, transforming classic silhouettes into modern, grounded statements of sophistication. By placing the subject amidst a dense, verdant tapestry of tropical plants and monstera leaves, the campaign creates a dialogue between architectural precision and organic growth. The result is a series of commercial shots that feel both intimate and expansive, with soft light techniques rendering every garment's matte finish with depth. This collection captures a calm, contemplative masculinity, where refined tailoring meets the earthy tones of the landscape, solidifying Zegna’s position at the intersection of artisanal excellence and contemporary environmental harmony.
Project Zegna · Fall 2025 Ad Campaign
The Zegna Fall 2025 ad campaign serves as a masterclass in modern luxury fashion, masterfully blending cinematic storytelling with a refined, tactile aesthetic. Starring Danish actor Mads Mikkelsen, the campaign leans into an atmosphere of quiet elegance, utilizing the historic Teatro Regio di Torino as a dramatic backdrop to frame the collection's sophisticated silhouettes. The imagery masterfully juxtaposes the vibrant red velvet of theater seating and ornate interior architecture with the muted, neutral tones of tailored navy suits and textured grey houndstooth wool coats. By favoring natural light, the creative direction emphasizes the intricate craftsmanship and fabric quality inherent in the garments, from the soft suede of footwear to the structured depth of heavy outerwear. Whether capturing Mikkelsen in a contemplative, portrait-focused moment or walking through sun-drenched stone arcades, the project exudes a polished and timeless quality. The editorial photography style—which frequently incorporates a lifestyle-driven, live-action technique—eschews overt artifice in favor of authentic, atmospheric framing. By rooting the campaign in traditional, upscale European environments, the brand successfully communicates a narrative of understated luxury that feels both grand and intimately personal, perfectly highlighting Zegna's commitment to contemporary sartorial excellence.
Project Zegna · Zegna - Atelier SS 2026
The Zegna Atelier SS 2026 campaign captures the latest collection through a series of refined portraits, highlighting the brand’s focus on tailored silhouettes and distinct garment textures. Featuring models Bukwop Kir and Gahaya Murayire, the imagery leans into a minimalist aesthetic defined by clean lines and monochromatic, warm-toned palettes. Photographed by Giorgio Codazzi, the series emphasizes material detail under soft, directional lighting. The editorial project reflects the vision of designer Alessandro Sartori, with fashion direction by Julie Ragolia.
Zegna · Zegna Summer 2025 Campaign
Zegna presents its Summer 2025 campaign, a live-action commercial spotlighting the brand's latest menswear collection. Centered on actor Mads Mikkelsen, the film captures the intersection of relaxed tailoring and heritage aesthetic in a Mediterranean-style outdoor setting. The production utilizes natural light to emphasize the crisp textures of the garments as Mikkelsen moves through a sun-drenched stone square. With design direction by Alessandro Sartori, the project leans into a warm, cinematic visual language, supported by the work of fashion editor and stylist Julie Ragolia.
Project Zegna · Fall 2026 Ad Campaign
The Zegna Fall 2026 advertising campaign highlights the house’s focus on precision tailoring and material craftsmanship. Featuring actor Mads Mikkelsen, the campaign moves between two distinct environments: the structural, minimalist stone colonnades of an outdoor terrace and the intimate, wood-paneled setting of a tailoring salon. Under the artistic direction of Alessandro Sartori, the imagery leans into a clean and polished aesthetic. The cinematography emphasizes tactile details, using soft light to draw out the fine weaves, herringbone patterns, and subtle pinstripes of the collection’s wool overcoats and suits. Through the use of mirror reflections and close-up detail shots, the series focuses on the silhouette and construction of the garments.
Project Zegna · ZEGNA Luxury Leisurewear
Zegna continues to redefine the modern aesthetic of the luxury fashion house with its latest campaign for the ZEGNA Luxury Leisurewear collection. Moving away from rigid formality, the imagery channels a sophisticated approach to comfort, focusing on the intersection of refined tailoring and effortless everyday elegance. The campaign features model Alain Gossuin, whose poised, mature presence anchors the narrative, perfectly embodying the brand's pivot toward understated high-end apparel. Photographed by Robin Galiegue, the visual language relies on editorial storytelling to elevate simple wardrobe staples, such as the dark navy double-breasted blazer and layered cable-knit sweater, into symbols of a curated lifestyle. The set design by Andrea Cellerino plays a critical role here, utilizing warm-toned wood-paneled walls and deliberate interior details to create an intimate, grounded atmosphere. By leveraging natural light, the campaign achieves a sense of warmth and authenticity that prevents the brand's heritage from feeling static or overly precious. Each portrait operates within a framework of editorial minimalism, allowing the quality of the textiles and the precise composition of the space to dictate the tone. This project successfully positions luxury leisurewear not merely as a garment choice, but as a deliberate lifestyle statement, reinforcing Zegna's status as a leader in the evolution of contemporary menswear design.
Project Zegna · Joseph Lee x Zegna
Zegna presents a portrait series featuring artist Joseph Lee, captured in an editorial style. The session centers on the brand's sharp tailoring, specifically highlighting the structured collar of the featured jacket. The imagery utilizes soft, diffused lighting and monochrome tones to emphasize the textures of the apparel. Leonardo Veloce provides the photography for the project, with styling managed by Jeanne Yang.
Project Zegna · Made To Measure 2024
Zegna presents the Made To Measure 2024 campaign, an editorial showcase focusing on the house's latest tailoring and knitwear. The project emphasizes the clean silhouettes and tactile qualities of the collection through a series of minimalist portraits. Photographed by Stefano Moro Van Wyk, the imagery features designs by Alessandro Sartori, highlighting an earthy color palette of tan, brown, and grey. The campaign utilizes a mix of crisp hard light and soft natural lighting to accentuate the drape and texture of suede, wool, and structured fabrics. Models Matthew Seymour and Przemek Szubert anchor the portraits, with hair styling by Massimo Gamba.
Project Zegna · Zegna Vellus Aureum 2025 Campaign
The Zegna Vellus Aureum 2025 campaign centres on a portrait-led approach to luxury menswear. Directed by Stephen Kidd with photography by Matthew Brookes, the film showcases the precision of the label's craftsmanship through a series of close-up, live-action shots. Featuring design direction from Alessandro Sartori, the campaign utilises a cinematic, vertical format and natural light to focus on texture and garment detail. The project maintains a clean aesthetic, set against an out-of-focus garden backdrop that keeps the attention on the tailored jacket and subject.
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