This week ZEGNA brought its latest SS24 collection to Shanghai to celebrate its release with Danish actor and house Global Ambassador Mads Mikkelsen.
ZEGNA Global Ambassador Mads Mikkelsen
For the occasion, the house unveiled “VILLA ZEGNA”, an immersive experience which is inspired by the original house of founder Ermenegildo Zegna located in Oasi Zegna (“the Zegna Oasis”) a 100km2 natural territory in Piedmont, Northern Italy.
According to the house, VILLA ZEGNA reflects the house’s new approach to its relationship with its customers, offering them immersive experiences that foster emotional connections to the brand.
The VILLA ZEGNA pop-up event is the first stop on a worldwide tour for the house, with the inaugural Shanghai edition taking part in the bustling neighbourhood of Middle Huaihai Road – an area known for linen – a fabric at the heart of the new SS24 collection.
Inside VILLA ZEGNA
The immersive space in Shanghai sprawls across three floors, seamlessly blending the vision of the founder, the brand’s history and the fabrics that made ZEGNA the leading menswear brand in the world.
The VIP guests invited to the space are taken on a journey through the oasis of linen before arriving at the floor dedicated to the products and creativity of the garments.
Within the space, the house’s love of nature is explored, with a field of flax that celebrates Oasi Lino within the immersive space. Oasi Lino is the fully traceable ZEGNA fibre and star of the brand’s summer collections.
On the top floor, guests can enjoy a private lounge, with a tailor-made shopping session with exclusive products that are not available in normal retail outlets.
There is also a ZEGNA Caffè pop-up at the event, inspired by the first ZEGNA Caffè worldwide which opened Shanghai Taikoo Hui recently. According to the house it “unites sustainability with innovation, [and] transcends the typical cafè experience with a harmonious fusion of nature and a forward-thinking mindset.”
The Oasi Lino SS24 collection
ZEGNA’s global ambassador Mads Mikkelsen fronts the new SS24 campaign for the house.
First revealed during ZEGNA’s L’Oasi di Lino Summer 2024 fashion show in Milan, the new collection features relaxed silhouettes, colourways inspired by nature, and house Artistic Director Alessandro Sartori’s vision of lightness for the new season
Discussing the new collection, Mikkelsen said: “I am really proud to continue my collaboration with ZEGNA and to be the Global Ambassador of the new Oasi Lino SS24 collection. ZEGNA is the leader in the production of fine fabrics and global excellence in menswear. Their commitment with Oasi Lino towards sustainability and traceability is extraordinary. Oasi fibres are the epitome of the highest craftsmanship that goes into every ZEGNA product. The philosophy and values of ZEGNA are the reason it is such an inspiring brand.”
