Ermenegildo Zegna’s latest campaign What Makes a Man launches in New York today with two-time Oscar winner and star of Green Book and Moonlight Mahershala Ali and Chinese singer and songwriter Nicholas Tse as the new faces of the band.
The campaign is angled around the question; what makes a man? Especially focusing on the ever-changing world we live in today and how the notion of masculinity has changed so much.
Today masculinity is a state of mind, not a set of given rules. Men are changing whether it is to be more in touch with their emotions or admitting their inner weaknesses. Zegna believes that the cocept of masculinity has changed and that’s what they are embrace with the What Makes a Man campaign.
Zegna is a brand that has always adopted an every-changing mindset. A trend setter that is now encouraging men to open a conversation around what makes a man today. The brand recognizes that it takes courage to express a new type of masculinity – a masculinity that is, perhaps, different from the idealized versions of masculinity that have existed for so long. With a deep respect for this courage, Zegna, a brand rooted in tailoring and fine craftsmanship, is also embracing an idea of masculinity that is fluid, sensitive, and unequivocal.
The two me that were chosen for this campaign embody this essence of fluid masculinity and have been taken on board to help the word spread around the world.
Two-time Oscar winner Mahershala Ali is a versatile actor has depicted and embodied many shades of masculinity. He is a natural fit to represent the idea of what a man is today. He brings a personal gravitas and a lightness of spirit, an inner richness and wit.
Artist Nicholas Tse was destined to become a star since the day he was born. His unique personality and passion for the arts, coupled with his determination to challenge stereotypes, makes him the perfect voice to explore the meaning of modern masculinity.
To support the campaign a #WHATMAKESAMAN t-shirt has been designed to be sold in our stores. All the proceeds will be donated to a global charity supporting an education program to build up a better future. Education means openness, which in turn means freedom.
Stay with A&E for updates on the campign as it launches this weekend.