The well known Italian fashion designer Ermenegildo Zegna chose China as location to shoot the SS 08 advertising. Photographed by Nathaniel Goldberg and with artistic direction of Karen Joyce, this campaign was made in the ideal place, once "in China is possible to see the beauty of the traditional past, as well as the energy of the present and of the future"; this is a common point between this country and Zegna brand, which combines experience and tradition with style and technical innovation.
The campaign was divided in two parts: the one shot in the old Pequim (reminding the ancient Chiba, the history of the Forbidden City…) represents the Couture, Made to Measure, Sartoria and Upper Casual lines, as well as the accessories. In opposition, the Zegna Sport line was photographed in the modern China of urban architecture.
Zegna becomes the first luxury brand for men clothing photographing in China, reinforcing its presence in the oriental market.
// ZZegna SS08 fashion show