The gN project, started by Italian luxury label, Ermenegildo Zegna, has been around for quite some time now. The elusive campaign has no doubt forced myself and Zegna loyalists what this campaign is trying to convey to us. The photographs and videos of projections of words such "Album", "Gesture", "Dichotomy", "Pure" and "Aesthetic" must hint to more goings-on behind the scenes of the renowned Zegna label.
Further on in the campaign, it was revealed - the project is a lead up to the anticipated debut of Stefano Pilati as the Head Designer for the label. Stefano Pilati is a well-respected man throughout the fashion industry, having spent many years as Head Designer for Yves Saint Laurent before Hedi Slimane infamously changed the name to "Saint Laurent Paris".
Significant organizational shifts have occurred in the last few years in the fashion industry, and it's easy to understand why this campaign ever started - to help non-Italians pronounce the "GN" in Zegna. This campaign has been for the sole purpose of educating and visually enthralling possible customers and loyalists ahead of the revamp of the label to be seen worldwide on June 22nd. Will Stefano Pilati stay true to the Zegna aesthetic or rule with his signature style? We'll have to wait and see....
Images courtesy of The gN Project by Zegna