What are your values? What do you believe in? What do you care about?

In a world full of distractions, it’s easy to lose sight of those very questions that define our place in the world. The best of us, though, would already have the answers — not from focusing on the present, but by looking ahead to the future. Our actions would show it too, whether that means switching our shopping habits to more sustainable ones for the sake of the environment, or standing up for a social cause so that the future can be a better place for everyone.

That, more or less, sums up the ethos of the modern Zegna man. It’s also reflected in the Italian brand’s Spring/Summer 2020 campaign, which follows the thread of the conversation started in last season’s thought-provoking #WhatMakesAMan campaign. Now, Zegna aims to inspire men to go beyond questioning what masculinity is to expressing their purpose to the world.

Mahershala Ali takes the lead, once again reprising his role as a Zegna ambassador. He looks very much like a modern man in the campaign visuals, sporting tonal tailored pieces from Zegna’s Spring 2020 collection. It’s worth noting that 20 per cent of those pieces were made from upcycled fabrics, affirming Zegna’s commitment to sustainability.

Ali also stars in the compelling campaign video where he beckons us to consider: what will you use your power for? Indeed, no one is more poised to ask that question than the Oscar-winning actor, who is paving the way for fellow actors like him to create a truly diverse industry.

Watch the film and be inspired below.

www.zegna.com

Pameyla Cambe
Senior Writer
Pameyla Cambe is a fashion and jewellery writer who believes that style and substance shouldn't be mutually exclusive. She makes sense of the world through Gothic novels, horror films and music. Lots of music.