Ermenegildo Zegna, the premium Italian brand of menswear, has already put out very protective and expensive overcoats with a good design, using technical materials like Thermore. It is now going for a sportier look in its branded clothing as well as in its footwear, trying to be more original than cross-over brands like Moncler.
The latest Ermenegildo Zegna XXX collection, designed by Alessandro Sartori, was presented at Milan's train station, Stazione Milano Centrale, on Jan. 12. Press reports said the collection brings athleisure to the “high society.” It included bulbous quilted leather leotards and felted wool hooded après-ski tops combined with fitted jogging bottoms with visible seams, as well as short technical parkas worn with quilted pants encircled by a cord.
The collection is not only inspired by the athleisure trend, but also by the eco-friendly movement. Around 25 percent of the collection (nylon, cashmere and wool) was recycled from Zegna factory offcuts.
Like Balenciaga, Gucci, Prada and Louis Vuitton, Zegna already sells a lot sneakers, which are now frequently worn with formal suits in Italy and other countries. The Italian brand has just started to offer a customization service for them.
Choosing among the styles presented at Zegna's catwalk show on Jan. 11, customers can pick their favorite colors, materials and soles and order the personalized shoes at Zegna stores, selected wholesale partners or on the Farfetch and WeChat internet platform for delivery within six to eight weeks. The project, called Zegna My Cesare, is supported by a campaign in the social media where celebrities show how they design Zegna sneakers.
Meanwhile, Eres, an upscale brand of lingerie that belongs to Chanel, has introduced its first activewear line, using noble materials like cashmere and lace embroidery for various bodywear items including bras, leotards and tracksuits.
At the lower end of the price range, Oysho, a chain of intimate apparel and loungewear operated by the Inditex group, is adding numerous activewear items to the offer in its stores all over the world and launching a dedicated Oysho Sport section in its web store. The categories covered include tennis, paddle tennis, fitness, yoga, water sports, running, trekking, skiing and boxing. Some of the items use technical features such as Recco's rescue system and compression fabrics. Oysho had already started offering some activewear items at its stores in Spain, where it is sponsoring the Rhythmic Gymnastics Federation.
