Ermenegildo Zegna's new powerful campaign

With the latest campaign #whatmakesaman, Zegna has finally entered social politics.
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Until now, Ermenegildo Zegna has not looked at the psyche of men, focusing solely on product quality and exceptional know-how. But the world is changing, and so are people. 

After clothing some of the world's best-dressed men for more than a hundred years, for the first time Zegna has openly asked the question: "what does it mean to be a man today?"

As a result of this multi-faceted question, the company created a t-shirt stamped with the hashtag #whatmakesaman, whose sales proceeds will be donated to the Cesvi association, which provides protection and education to vulnerable children around the world.

In addition, the Ermenegildo Zegna group and the Italian humanitarian association have joined forces in a partnership called From A to Zegna. The goal? To redefine the notion of masculinity through educational programmes in different countries around the world. Under the Fondazione Zegna and in collaboration with the Houses of Smiles from the Cesvi association, three projects will be carried out with local partners in Italy, Peru and South Africa, in order to raise awareness of the issue among the next generation, while respecting and supporting local culture. 

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