In a video address screened in the JF Chen design gallery in Los Angeles, Stefano Pilati Creative Director of Italian luxury menswear house of Ermenegildo Zegna has introduced his first advertising campaign for the brand.
The concept of the campaign as ‘the new éminences grises’, updating éminences grises, a term first penned in the 17th Century for François Leclerc du Tremblay, the highly influential right-hand man of Cardinal Richelieu, the leading cleric, nobleman and statesman. Today, grey eminences signify key figures occupying strategic positions in public office or private corporations, highly successful men of intellect and culture, who don’t necessarily appear as official spokesmen, instead they operate and yield their considerable power and influence behind the scenes. Powerful global personalities who have earned their success through their ability, expertise and culture, and whose leadership in tailoring style is reflected in the luxury and sartorial elegance of the Ermenegildo Zegna Couture collection.
Northern Irish Actor Jamie Dornan was chosen to embody the brand values and impersonate the Ermenegildo Zegna Couture man. Dornan does not appear alone, he is joined by a younger model, Paolo Anchisi, to play the supporting role. The concept, a narrative between two characters, in a union of tradition and innovation, style and substance, is captured in a sequence of portraits and product detail stills. In the collective imagination Zegna suggests, signifies and symbolises the power-suit and razor-sharp grey tailoring, the narrative serves to underline this and at the same time emphasise Zegna’s evolution and new era, where Pilati injects, innovates and evolves, in a contradictory yet complementary direction with subtle gestures and accents of soft colour.
On his choice of lead for this role, Pilati comments “Jamie was our face of choice, not only because he is an accomplished actor, but also an unconventional model with a strong personal sense of style and substance. He has made understatement the key to his success.”
The Spring Summer 2014 advertising campaign which breaks in January, in select print and digital media worldwide, has been shot by leading art and fashion photography duo Inez & Vinoodh.
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