Luxury menswear brand Zegna has unveiled its Summer 2024 campaign featuring charismatic global testimonial Mads Mikkelsen. The campaign, which showcases the brand’s exquisite “Oasi Lino” collection, captures Mikkelsen in a series of stunning locations that perfectly complement the collection’s relaxed silhouettes and nature-inspired color palette.
An acclaimed actor known for his impeccable style and commanding presence, Mikkelsen embodies the essence of the Zegna man – a visionary committed to excellence and bold decision-making. As the brand’s global testimonial, Mikkelsen leads Zegna’s 232 community of like-minded individuals who share these values.
The “Oasi Lino” collection, which debuted during Zegna’s “L’Oasi di Lino” Spring/Summer 2024 fashion show in Milan, is a testament to Artistic director Alessandro Sartori’s vision of lightness for the season. The collection’s relaxed silhouettes and earthy tones are inspired by the natural world and showcase Zegna’s unparalleled expertise in fabric-making.
The journey of the “Oasi Lino” collection begins in the picturesque region of Normandy, France, where the world’s finest flax fibers are sourced. These fibers are then transported to Italy, where they are meticulously transformed into a range of exquisite Oasi Lino fabrics. Zegna’s commitment to sustainability is evident in its pledge to certify all “Oasi Lino” fabrics as 100% traceable by 2024, making the collection a significant milestone in the brand’s ”Road to Traceability” initiative.
Inspired by the founding values of Oasi Zegna, a 100 km2 natural area in the Italian Alps that has been home to Zegna’s values for over a century, the “Road to Traceability” initiative reflects the brand’s long-standing commitment to environmental and social awareness. Since 1910, Oasi Zegna has been reforested with more than 500,000 trees, transforming it into a thriving and biodiverse ecosystem.
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Mikkelsen, who is proud to continue his association with Zegna as global testimonial for the “Oasi Lino” Spring/Summer 2024 collection, said, “Zegna is a leader in the production of fine fabrics and global excellence in menswear. Their commitment to sustainability and traceability with Oasi Lino is exceptional. Oasi fibers are the epitome of the highest craftsmanship that goes into every Zegna product. Zegna’s philosophy and values are why it is such an inspiring brand.”
The “Zegna in Summer” campaign features Mikkelsen wearing iconic Zegna staples such as the Alba Overshirt, Triple Stitch Espadrilles and the new Orizzonte II sunglasses (Italian for horizon) in a variety of locations that reflect the lifestyle focus of the “Oasi Lino” collection and the spirit of Oasi Zegna.
To celebrate the campaign, Zegna hosted a global event in Shanghai on May 23rd, introducing the new “Villa Zegna” event concept. Inspired by the founder’s original home at Oasi Zegna, “Villa Zegna” offered select guests a multi-sensory journey into the world of Zegna, providing unprecedented access to the visionary founder Ermenegildo Zegna and his legacy. The event reflected Zegna’s new approach to interacting with its top customers, creating emotional connections to the brand through private experiences.
Read more: Mads Mikkelsen appointed as Zegna’s newest global testimonial
©Photo: Zegna
