Italian label Ermenegildo Zegna is exploring notions of masculinity and aims to redefine what makes a man with Academy Award-winning actor Mahershala Ali as the face of the new campaign.
Zenga has been dressing men for 110 years and believes the idea of a man just being masculine is a broken image; one tied to tradition. The “What Makes a Man” campaign reinforces the concepts that it takes courage to show vulnerability, strength to be sensitive, daring to show eccentricities and wisdom to be fearless.
That’s where Mahershala Ali comes in. The two time Oscar winner wowed critics in films like Green Book and Moonlight and helped return the HBO series True Detective to its former glory. Ali is even joining the Marvel Cinematic Universe in the upcoming reboot of Blade.
A versatile actor, Ali embodies the many shades of masculinity both on and off the screen. In the new campaign video, you can Mahershala display daring and strength.
“I remember, I was probably nine or ten, I would stare straight into the mirror, and I would say who am I? Who am I” Who am I?”
“Eventually I just got rid of all of these layers and got down to this space where I didn’t have any answers. There’s a world to discover, and I get to define that for myself. That’s what I believe.”
Its openness like this that Zenga believes makes Ali naturally entitled to represent the idea of what a man is today and the qualities that make him.
Ermenegildo Zegna is now engaging in an open conversation through the hashtag #whatmakesaman dishing out no imposing answer or bold statement, but posing way more questions and encouraging you to have your say.
Zenga says it will work with a broader community of storytellers throughout the campaign including singer-songwriter Nicholas Tse.