A joint campaign launched between The Woolmark Company and Ermenegildo Zegna will highlight the fineness, versatility, comfort and luxurious touch of Merino wool.
Featuring iconic wool pieces from Zegna’s latest FW collection, the joint advertising will appear from October to December 2012, in some of the most important men’s fashion titles in China, UK, United States and France, with the objective of informing and educating consumers about the great natural qualities of Merino wool.
In particular, the campaign will highlight the fineness, versatility, comfort and luxurious touch of Merino wool, achieved thanks to Ermenegildo Zegna’s superb expertise and to the passion of Australian woolgrowers, improving the fibre at its origin, to the highest level.
A dialogue of excellence between Zegna and Australia is perfectly represented by the Ermenegildo Zegna Extrafine Wool Trophy, established in 1963 to award Australian breeders’ commitment to quality and which is still an example of their common pursuit for excellence.
The award was founded to stimulate the production of the finest Merino wool in Australia, as Zegna strongly believed in the potential of fine woollen fabrics. To create such fabrics, it was essential to get fine and superfine wool, therefore Ermenegildo Zegna was primarily interested in encouraging growers to produce fine wool, supporting their efforts and attention to quality.
“We are proud to confirm the ongoing partnership with Ermenegildo Zegna, which is solidly based on common values such as excellence, innovation and commitment to quality. It’s essential to continue to educate and inform consumers around the world about the extraordinary qualities of Merino wool and the long lasting engagement of both Zegna and Australian woolgrowers to make the best of this unique, precious fibre,” explained Robert Langtry, Chief Marketing Officer for the Woolmark Company.
“The longstanding collaboration with Woolmark confirms the Zegna Group’s continued commitment to supporting and promoting the production of Merino wool,” says Anna Zegna – Image Director of the Zegna Group. “This coming year we will celebrate the 50th anniversary of the Zegna Wool Awards, a competition established in 1963 to award and reward Australian woolgrowers dedication to quality. The partnership with The Woolmark Company confirms, therefore, this deep and lasting commitment by the Zegna Group to encourage breeders producing fine wool to obtain the finest and highest possible quality of pure Merino wool.”
About Ermenegildo Zegna Group
The Ermenegildo Zegna Group is a leading luxury menswear brand and one of the most renowned businesses in Italy. Founded in 1910 in Trivero, in the Biella Alps, by the young entrepreneur Ermenegildo, whose vision was to ethically create the world’s finest textiles through innovation and the sourcing of the noblest fibres directly from their markets of origin, the company is managed today by the fourth generation of the Zegna family with Gildo Zegna as CEO.
Since the late 1980s, the company has implemented a comprehensive strategy of verticalization, creating a global luxury brand which now ranges from fabric to clothing to accessories, is focused on retailing, pioneering early entry in emerging luxury markets, BRIC and Asia in particular, and was the first luxury brand to open a monobrand store in China in 1991.
Ermenegildo Zegna celebrated 100 years of excellence in 2010. Today there are 557 Zegna stores (311 company-owned) in 87 countries around the world. The total Group revenues in 2011 reached € 1.127 bn.
In March 2012 the Group launched ZegnArt, an independent commitment focused on international collaboration in the field of visual arts.