Zegna historical advertisements

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.

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.

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 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.