"Primato di qualità", optical advertisement

The definitive leap towards "modernity" in the field of advertising came with Franco Grignani, a Lombardy architect, painter, photographer and designer. His futurist and geometrical-abstract "ideas" appeared in Zegna ad campaigns between 1964 and 1968, and featured lines and optical effects that finally cut loose from the advertising tradition of the Lanificio Zegna, which was then turning into a big name in tailoring and luxury.