"Catenary" advertisement

The "catenary" designed by Armando Testa at the beginning of the Sixties may be considered the turning point at which Ermenegildo Zegna started to reinvent its commercial image after nearly a decade of retro flavored images on vellum, ribbons, seals and pictorial representations. The links in the chain imagined by Testa lent themselves to advertising all Zegna products. The red seal became a pendant suspended from a chain formed by the wording "Ermenegildo Zegna", while the specially devised slogan was "Primato di qualità" (supreme quality) and alluded to production excellence, from selection of raw materials through to fabric finishing.