Zegna’s Groundbreaking Runway Show in Dubai: A New Era for Fashion
On a striking Wednesday, Zegna made history by showcasing its first-ever runway outside Italy, choosing the dazzling city of Dubai as its stage. This groundbreaking decision symbolizes not just Zegna’s ambition but also reflects a transformative vision for the future of fashion.
The Venue: Dubai Opera
The setting was nothing short of spectacular. The runway was designed to wind through the stunning Dubai Opera, an architectural marvel nestled between the towering Burj Khalifa and the expansive Dubai Mall—home to Zegna’s largest flagship store. The design incorporated sandy pathways adorned with lush palm trees and local greenery, embodying a blend of traditional charm and modern elegance.
Expanding Horizons
Unlike many brands focused on e-commerce growth, Zegna is intent on expanding its retail presence in the Middle East. With four stores currently in Dubai and plans to launch additional outlets in Saudi Arabia and other Gulf states, Zegna’s strategy reflects a commitment to the physical retail experience in a post-pandemic world.
A Star-Studded Audience
The audience was equally impressive, featuring 150 Very Important Clients (VICs) and Zegna’s ambassador, Mads Mikkelsen. A striking sight was the abundance of Zegna’s iconic Triple X sneakers, which dominated the front row, illustrating the brand’s impact on contemporary menswear.
Fashion’s Evolution
Creative director Alessandro Sartori has emerged as a key player in redefining the post-pandemic male wardrobe. His designs incorporate sustainable fabrics, innovative cuts, and relaxed silhouettes—marking Zegna’s evolution from a brand focused solely on high-end suits to one that seamlessly blends practicality with luxury.
Highlights of the Collection
The collection opened with an intriguing series of pajama suits crafted from light silk voile, showcasing a playful take on menswear. Sartori’s inventive spirit shone through in unique pieces like suede knit cardigans and jerkins made from paper thread, redefining traditional menswear couture.
Among the standout materials were silk tweed featuring irregular yarns, and jacquard linen/wool smocks. Over half of the collection highlighted leather, revealing sartorial details such as suede pocket trims and reverse leather jacket collars that emphasized craftsmanship and luxury.
Sartori’s Vision
Sartori articulated his vision, stating, “It’s about developing hybrid fabrics to build uncomplicated clothes in terms of attitude." His color palette offered a vast array, from rich Bordeaux to earthy tones inspired by the landscapes of Piedmont, where the brand’s origins lie. This region is the historical backdrop for Ermenegildo Zegna’s dream of an ‘Oasi,’ a legacy that began in 1910 when he acquired a vast mountainside.
Villa Zegna: A Journey Through Heritage
Post-show, guests wandered into Villa Zegna, an entity dedicated to the brand’s rich history. This exclusive installation inside the opera house featured personal relics from Ermenegildo himself, such as his desk and reading glasses. An experience unique to Dubai, Villa Zegna allowed guests to delve deeper into the brand’s DNA, offering an array of Zegna fashion and bespoke tailoring options.
Signature Scent
In a thoughtful touch, Zegna presented its latest cologne, Il Conte, inspired by the aromas from its factory in Trivero. This limited-edition fragrance, housed in Murano glass flacons, blends notes of wet wool with hints of leather and vanilla, showcasing the brand’s commitment to quality and tradition.
The Soundtrack to Fashion
The runway event was accompanied by a dynamic musical score that commenced with a solo piano piece by James Blake. This set the tone for an orchestrated experience that blended contemporary and classic influences—further elevating the overall atmosphere.
Fashion Meets Enterprise
As Zegna embraces this new chapter, it stands as a beacon of commercial success amidst challenges in high fashion. In 2025, the Ermenegildo Zegna Group, which includes esteemed labels like Tom Ford and Thom Browne, reported profits soaring to €184 million, emphasizing Zegna’s integral role in the company’s financial success.
In summary, Zegna’s runway show in Dubai is indicative of a brand that is not just ready to redefine menswear but is also keen on establishing deeper roots in influential markets. This event marks a historic pivot in fashion—a harmonious blend of tradition, innovation, and aspirational luxury.
