Following on its previous campaign on modern masculinity, the Zegna Spring/Summer 2020 #WhatMakesAMan campaign explores the concept of responsibility.
Being a man in today’s world is an interesting concept. With the rise of feminism, it has also paved the way to touch on the topic of toxic masculinity, where men are expected to act a certain kind of way and chided for being the opposite.
Last season, Zegna challenged men to question their concept of masculinity, even if it meant going against the traditional notions of manhood shaped over the course of a century. In the ongoing series of #WhatMakesAMan, the latest Spring/Summer 2020 campaign wants men to explore the concept of responsibility, respect, care, passion, hope, and purpose.
To lead by example, Zegna has decided to demonstrate by introducing #UseTheExisting fabrics, essentially using pre- and post-existing materials that have been rewoven into new materials. This move aims to reduce the waste that the fashion industry so famously produces, proving that Zegna is responsible towards people, the community, and the world.
Similar to the previous season, actors Mahershala Ali and Nicholas Tse continue to front the campaign. The two stars are wearing Modern Tailoring, a range reflecting contemporary tailoring for the modern man.
(All images: Zegna)