The luxury menswear house turns to scent and cinema for a deeply personal new chapter.
Zegna is moving beyond tailoring with the launch of MEMORIE, a new fragrance collection that looks to the past while speaking to the future. Comprising six scents and accompanied by a cinematic campaign film, the release is designed to trace the story of the house from its earliest beginnings to its enduring legacy today.
The collection draws on the Italian idea of memorie, which suggests more than simple recollection. Here, memory is presented as something living and evolving, shaped by personal experience, heritage and time. It is this concept that forms the foundation of the collection, with each fragrance acting as a chapter in the life story of founder Ermenegildo Zegna.
The six scents guide wearers through key moments, places and values that helped define the brand. Il Calamaio evokes a quiet beginning, capturing the early spark of ideas and imagination. Il Lanificio shifts the focus to the textile mill, honouring the craftsmanship, raw materials and industrious spirit that laid the foundation for the house. A Trivero reflects movement and possibility, while Il Sottobosco turns inward toward nature, drawing inspiration from the forests of Oasi Zegna and the landscapes that remain central to the brand’s identity.
The story continues with La Panoramica and Saga del Piemonte, two chapters rooted in reflection, perspective and legacy. Together, the fragrances form a sensory portrait of Zegna, one that balances ambition with intimacy and craftsmanship with emotion.
The launch is further brought to life through a film starring Mads Mikkelsen and directed by Roman Coppola. Set within Casa Zegna, the cinematic short moves through six interconnected worlds, guided by a miniature car that symbolises movement and continuity. Rather than spelling out its message directly, the film leans into atmosphere, rhythm and suggestion, mirroring the tone of the fragrances themselves.
Each scent is housed in an elegant glass bottle featuring soft gradient tones, an ash wood cap and the Zegna family crest engraved as a finishing detail. It is a considered design language that aligns with the brand’s wider codes of understatement and refinement.
With MEMORIE, Zegna offers more than a fragrance launch. It presents an olfactory expression of its own history, turning memory, place and legacy into something that can be worn.
Contact: www.zegna.com