To celebrate the 50th anniversary of its entry to the ready-to-wear business, Ermenegildo Zegna Group is putting on an archive exhibition, “UOMINI ALL’ITALIANA 1968. Zegna Ready-to-Wear: from the tailor to industry”, from 6 May to 28 October. It focuses on the origins of Zegna ready-to-wear in the decade from 1968 to the late 1970s.
Photographs, period pieces and vintage garments from the company’s historical archives tell the story of how high-quality textile production grew by successful commercialization of sartorial expertise into a luxury lifestyle brand.
It was in 1968 that Ermenegildo Zegna’s two sons Angelo and Aldo decided to diversify into ready-to-wear. As their father had done with high-quality menswear fabrics, the brothers managed to anticipate the changes occurring in Italian society and modernize their offering by industrializing age-old sartorial craft to meet market demand, and without compromising the hallmark excellence of Zegna fabrics.
Going beyond fabrics and mass production, Angelo and Aldo positioned the company as a lifestyle brand. Their ready-to-wear offering began retailing through in-store franchises and made its first showing at PITTI in 1976. Their initiative was the beginning of what has become a fully verticalized luxury offering that now includes a comprehensive range of both clothing and accessories.
Over the fifty years that followed, Ermenegildo Zegna continued to extend its offering and consolidate its international standing as the leading maker of luxury menswear and accessories.