Ermenegildo Zegna to launch XXX, their Global Counterculture Collection

Ermenegildo Zegna’s Artistic Director, Alessandro Sartori, has crafted an unconventional uniform for the modern countercultural tribe; branded as XXX. Smart, bold, with an expressive logo to match, XXX is “the most daring expression to date” of Ermenegildo Zegna. William Chan and Sehun, genre-defying stars whose styles are known for challenging conventional rules and codes, will represent the brand’s international, multi-tiered campaign.

The vision for the XXX collection is, says Sartori, to “match the identity of society’s boldest and most visionary members”.

“An extension of what I presented at the fashion show, this is a new tribe whose members travel across time-zones, genres, and styles.” – Alessandro Sartori, Artistic Director, Ermenegildo Zegna

The result? Silhouettes, colours, and styling that break the expected codes of streetwear as well as tailoring to convey the boldest expression of Zegna.

Named after the three classic tailoring stitches on a suit’s lapel, the XXX is Zegna’s most universal collection to date and comprises everyday icons that fuse refined tailoring with the versatility of streetwear to create something iconic. It also comprises accessories and footwear; from graphic bomber jackets to hand-stitched, high-top sneakers.

The collection unveiling started in September, with launch events planned for the “XXX tribe” in Seoul, Shanghai, Hong Kong and Miami.

The capsules and core collection will be delivered worldwide, with availability via a temporary JD pop-up. In November, they will launch on Farfetch in the US. For each country, XXX has been crafted to cater to the unique sartorial moods and trends of the region. In this way, the design of the core collection and capsules “both unite the global XXX tribe and celebrate the diversity of its appeal“.