Zegna unveils its latest campaign set in a serene Milanese villa, capturing the essence of craftsmanship, heritage, and modern luxury. Launched globally on February 6, the campaign introduced Vellus Aureum, translating to “Golden Fleece.” The concept reflects the brand’s dedication to excellence in textile innovation. Through a strong focus on the beauty of simplicity and the art of slow living, Zegna highlights its ongoing commitment to tradition while breaking the boundaries of textile.
With over a century of expertise, Zegna has continuously challenged luxury menswear through a complex pursuit of the finest materials. This campaign pays homage to that legacy, celebrating the meticulous craftsmanship and dedication that have shaped the brand’s identity. Featuring Italian entrepreneur and vintage watch collector Auro Montanari, the visuals encapsulate an effortless elegance, reinforcing Zegna’s position as a leading brand in modern tailoring.
A Testament to Ermenegildo Zegna
Courtesy of Zegna.
Courtesy of Zegna.
The campaign pulls from the roots of the brand, carrying founder Ermenegildo Zegna’s ambition to create the finest fabrics in the world. His dedication led him to establish the esteemed Ermenegildo Zegna Wool Trophy Awards in 1963, a mission to honor and encourage Australian wool growers in their pursuit for the highest quality fibers. It was this commitment to innovation that built the foundation for the exclusive fibers in Vellus Aureum.
In 2023, Zegna made history, setting a world record with a single wool fleece measuring just 9.4 microns. Since the creation of the brand in 1910, they have led the luxury wool industry with their continuous innovation adapting to the evolving market.
Zegna’s Signature Fabrics
Courtesy of Zegna.
Inspired by the mythical story of the Golden Fleece, Vellus Aureum is captured with a winged ram logo conveying their dedication to craftsmanship. The campaign focuses on wool sourced from pure-bred Merino sheep, which makes up less than 0.05% of global wool production annually. Surpassing even the finest cashmere, this exclusive wool contains fibers averaging a fineness from 12 to 14 microns, making them barely visible. The campaign prioritizes their consumer, offering the finest fabrics in the market through a meticulous process.
Zegna’s Commitment to Traceability
Courtesy of Zegna.
Sourced and expertly crafted in Italy, Vellus Aureum seamlessly blends the brand’s rich tradition with modern technology. As part of its commitment to transparency, Zegna is dedicated to making its luxurious fibers 100% traceable. To bring this vision to life, each garment will feature a digital passport accessible with an NFC tag, enabling customers to trace its journey from Italy to their hands. By simply scanning the tag, consumers can explore the garment’s life cycle, gaining insight into its sourcing, production, and sustainability efforts. The spring/summer 2025 collection in Milan debuted Vellus Aureum featuring the iconic Il Conte jacket, and captivating colors highlighting the standout fabrics. The collection will be available at selected Zegna stores worldwide.
