To celebrate the 50th Anniversary of Ermenegildo Zegna’s entrance into the Ready-to-Wear business, the Ermenegildo Zegna Group is hosting a dedicated exhibition at the historic Casa Zegna in Trivero, where Ermenegildo Zegna opened the Zegna wool mill in 1910.
This exhibition “UOMINI ALL’ITALIANA 1968” provides an in-depth look at the origins of Zegna Ready-to-Wear during the decade that spans 1968 through the late 1970s.
The story takes visitors from high-quality textile production to the artisan commercialization of sartorial expertise and onto the affirmation of a luxury lifestyle brand. It is told through photographs, vintage materials, outfits and period pieces, originating predominantly from the company’s historical archives.
“Zegna entered the ready to wear clothing industry at a time when the Fordist model of the modern clothing factory was at its maximum development and already heading for crisis. Zegna actually became an interpreter of the times, in a climate in which post-Fordist needs were emerging. Indefinite growth in production was about to prove unsustainable: the new need was to create more sophisticated products – well reflected by the issues of fashion entering the masculine realm – and consumers were demanding even more diversified goods” explains Mario Lupano, professor at IUAV University of Venice, who curated the essay dedicated to the exhibition.
The exhibition UOMINI ALL’ITALIANA 1968 is open every Sunday (2.30pm to 6.30pm) from May 6 – October 28, 2018. Held at Casa Zegna in Trivero, the celebratory exhibition pays homage to the rich history of a lifestyle brand that continues to anticipate and interpret evolving global male identities.