30 MINUTES WITH ALESSANDRO SARTORI

24 hours after his “Path Worth Taking: Winter 2022” show, we Zoom called the artistic director of the house of Zegna to talk about the collection, his creative vision and things that people should know about him.

- Syazil Abd Rahim

What I think is so incredible about the way Zegna has been approaching the phygital presentation concept is that it feels like the brand created it, especially for the digital audience. Is it a conscious decision?

I find that a show is very much related to time, and personally, I feel like phygital shows are rather relevant, especially during these times in which almost everything is digitised. With phygital show, I am able to speak to millions of people in every part of the world, while the opposite format would probably max up to 500 audiences. However, again it is a matter of time. If tomorrow the physical runway scheme is seemed to be more correct, then we would probably adopt it in our language because at Zegna it is all about innovation and looking forward. So, to answer your question, I’d say yes, it is a conscious decision.

Has it gotten easier crafting digital presentations?

I won’t call it easy because every action has its own challenge but I would say the process has gotten me and my team more creative, and we enjoyed every part of it. I personally am very interested in photography and motion pictures, and through digital shows, I feel like the stories that I have for the collection that I created are more elaborate and comprehensive – it’s not just merely about clothes, it’s also about the place, people, music, language, emotion and everything you can grasp from the 16 minutes video.

Why is spatial design so important to the Zegna brand and clothing?