Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Image: Supplied

The #MeToo movement and our recent protests over sexual and gender-based violence have forced centuries of bad behaviour and age-old gender stereotypes into the spotlight. Fashion is also taking note, with tremendous power to shift the narrative.

Italian luxury menswear house Ermenegildo Zegna is encouraging sincerity and sensitivity in the conversation around masculinity through its “What makes a man?” campaign, which stars two-time Oscar winner Mahershala Ali.

Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Image: Supplied
Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Ermenegildo Zegna's “What makes a man?” campaign starring Mahershala Ali.
Image: Supplied

What’s more, as the largest independent luxury-fashion house, it is also reassuring that the environment features as a key pillar of the brand. The creative team has made changes to the way it approaches design and in cutting-room practices to eliminate as much waste as possible. Zegna’s artistic director Alessandro Sartori leads the #UseTheExisting call to action, with recent collections made from wool remnants, recycled polyester, and salvaged cashmere.

 From the December edition of Wanted 2019.

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