Ermenegildo Zegna was appreciably quicker to understand the value of commercial communication than his rivals and by the ‘30s had already adopted an "innovative" approach to the problem: "a good product must be supported by innovative advertising". The founder's interest in all aspects of advertising took root and helped shape the modern Ermenegildo Zegna Group
The advertisements of Thirties show the first registered trademarks of Ermenegildo Zegna.
Among the media used in that period there are, for example, the men's fashion magazines Arbiter and Petronio.
In this ad, with the representation of the world surrounded by the Zegna brands, is emblematic the will and determination to make known all over the world the quality and elegance of Zegna fabrics.
The Soltex trademark was registered in 1935 by SATIS and it consists of a rising sun in the form of a semicircle with the word Soltex between its rays.
In this advertisement of 1936 there is the illustration of the woolmill with the Trivero mountains in the background and on a side the F.Z.A. Electa brand.
Advertisement of 1937 in which it is announced that the Zegna Wool Mill is the supplier of His Royal Highness, the Prince of Piedmont.
Luigi (known as Gino) Boccasile was an Italian illustrator and publicist and he created for Zegna some advertising illustrations between the late Thirties and the Forties.
Many Zegna advertisements from the 1930s were made by Enrico Mercatali, a painter, illustrator, graphic designer and fashion illustrator.
The seal had powerful symbolic and communicative connotations. It summoned up tradition, the excellence and nobility of the family, and became an emblem of the quality and uniqueness of the product.
Zegna's advertising in the early Forties centered on autarchic fabrics. Ermenegildo Zegna decided to create new brands to promote and market these fabrics.
In many advertisements Zegna trademarks were often accompanied by propaganda slogans using such words as "conquest", "victory" and "avant-garde" reflecting that period in Italy's history (1930-1943).
The graphic representation of the seal was provided by the Turin firm of Giuseppe Barale and it appears in all Zegna advertising images in the Fifties, often alongside other historic Zegna brands.
In 1954 Ermenegildo Zegna launched an ad campaign on Italian railways.
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.
The 120.000 Centoventimila trademark was designed by Armando Testa to identify yarns of 120 km in length per kilo in weight and the fabrics made with them.
The definitive leap towards "modernity" in the field of advertising came with Franco Grignani.
His futurist and geometrical-abstract "ideas" appeared in Zegna adv made of lines and optical effects.
The "First in the world" ad campaign sought to communicate Lanificio Ermenegildo Zegnas' world leading status as a buyer of extra-fine Merino wools.
The Sottosport line was developed as a range of products for lovers of sports like skiing and motorcycling.
The "Yachting" outdoor line, later becoming "Ermenegildo Zegna Yachting", was developed for people who love life in boats and more in general doing outdoor sports.
The message is that every man is himself at every situation. Dressing Ermenegildo Zegna is finding a natural extension of one's body, one's style and philosophy of life.
The "My name is Ermenegildo "Gildo" Zegna. What am I doing in New York?" campaign was a presentation, in English and in the form of a dialogue, of the history and successes of the Zegna family.
The ad campaign for Spring-Summer 1988 - "High Performance: la qualità non ha mai avuto così poco peso" - focused on the lightness of the fabric, specially designed for summer.
The "Street Guys" are not models but men "taken off the street", of all ages and nationalities, with different expressions. Zegna clothes are suitable for men all over the world, in any circumstances.
Zegna Sport born in 1999. In 2014 the two brands ZZegna and Zegna Sport were merged to create a new brand, Z ZEGNA, with a new identity, combining the concepts of formality and sport.
The campaign message, "Great Minds Think Alike", uses a common adage to suggest that people who wear Zegna share a particular mindset and identify with the "philosophy" of the Zegna brand.
The "Great Minds Think Alike" ad campaign, Spring-Summer 2009.
Curated by Archivio Zegna