23rd May 2024 — The global leader in luxury menswear, ZEGNA unveils its Spring Summer 2024 campaign featuring Global Ambassador Mads Mikkelsen. The ZEGNA in Summer campaign sees the renowned actor lensed in a variety of serene locations wearing the brand’s Oasi Lino collection. Mads Mikkelsen’s appointment as ZEGNA’s Global Ambassador sees him lead the Italian brand’s 232 community of visionaries, who are united by a commitment to excellence and bold decision making.
Debuted during ZEGNA’s L’Oasi di Lino Summer 2024 fashion show in Milan, the Oasi Lino collection embodies Artistic Director Alessandro Sartori’s vision of lightness for the season through relaxed silhouettes and a colour palette inspired by the natural world. ZEGNA’s fabric-making expertise is showcased in the collection, which begins in the French region of Normandy – where the world’s finest flax fibres are sourced. From here, they are transported to Italy and transformed into an array of exquisite Oasi Lino fabrics.
All Oasi Lino fabrics are crafted from flax fibres that ZEGNA commits to certifying as 100% traceable from 2024, making the collection the latest development on the brand’s Road to Traceability. Inspired by the founding values of Oasi Zegna natural territory – the 100km2 home of ZEGNA’s values in the Italian Alps – the Road to Traceability initiative draws on the legacy of environmental and societal consciousness that has been at the heart of the brand for more than a century. Since 1910, Oasi Zegna has been reforested with over 500,000 trees and counting, transforming it into a thriving and biodiverse ecosystem.
“I am really proud to continue my collaboration with ZEGNA and to be the Global Ambassador of the new Oasi Lino SS24 collection. ZEGNA is the leader in the production of fine fabrics and global excellence in menswear. Their commitment with Oasi Lino towards sustainability and traceability is extraordinary. Oasi fibres are the epitome of the highest craftsmanship that goes into every ZEGNA product. The philosophy and values of ZEGNA are the reason it is such an inspiring brand.” – Mads Mikkelsen, ZEGNA Global Ambassador.
Inspired by Oasi Zegna and a selection of locations that reflect the Oasi Lino collection’s lifestyle focus, The ZEGNA in Summer campaign sees Mads Mikkelsen wearing iconic ZEGNA staples – including the Alba Overshirt, Triple Stitch Espadrilles and the new Orizzonte II Sunglasses (Italian for horizon).
The campaign was celebrated globally in Shanghai on 23rd May with the new event concept, “VILLA ZEGNA”. Inspired by the original house of ZEGNA’s Founder, located inside Oasi Zegna, “VILLA ZEGNA” allows selected guests to explore the world of ZEGNA in a multi-sensory journey.
“VILLA ZEGNA” reflects the new ZEGNA way of interacting with its top customers, offering them private experiences that creates emotional connections to the brand. The event provides unprecedented access to who Ermenegildo Zegna was, the visionary Founder who in 1930 planted more than half a million trees and built a road to connect the two sides of the mountain landscape he envisioned as Oasi Zegna.
During the week, ZEGNA hosted exclusive dinners to celebrate “VILLA ZEGNA” in Shanghai, together with its Global Ambassadors, Mads Mikkelsen and Wu Lei. The private experience brought together the brand’s closest friends, opinion leaders, innovators, celebrities, top customers, tastemakers and press to celebrate this exciting moment and the new Spring Summer 2024 ZEGNA in Summer campaign, featuring Mads Mikkelsen.
