Mahershala Ali fronts Zegna’s Spring/Summer 2020 Campaign: #USETHEEXISTING

Zegna pondered upon the idea of “What does it mean to be a man today?” for its Fall/Winter 2019 campaign. This summer, Zegna inspires men to express their principles through actions that speak about responsibility & purpose among other things.

Previously, the campaign’s aim was to lead a conversation on the meaning of modern masculinity. Now, the question of #WHATMAKESAMAN aims to urge men to reflect on their values—what they stand for and how to act accordingly in hopes to create better tomorrow–which has been Zegna’s mission from the beginning.

Zegna’s exploration of modern masculinity sees the return of #WHATMAKESAMAN ambassador and two-time Oscar winner Mahershala Ali. Zegna has confirmed that multifaceted actor, singer and entrepreneur Nicholas Tse will also make the key face of the campaign who explore the importance of responsibility.

Having found that responsibility and purpose stem for its value of deep respect for the land, people as well philanthropy works also led to the idea of #USETHEEXISTING. Zegna claims that sustainability is its “state of mind” since its inception, and by through this campaign alongside the values of responsibility and purpose, Zegna pledges to use more pre and post-existing materials that are rewoven for its new products.