Zegna’s Spring-Summer 2026 Show: A Journey into Slow Fashion
Embracing Timelessness Over Trends
In an era where fast fashion is facing increasing scrutiny, brands like Ermenegildo Zegna are forging a different path—one rooted in timelessness and heritage. The Spring-Summer 2026 collection showcased at Dubai Opera on June 11, 2025, epitomizes this philosophy. Under the guidance of Edoardo Zegna, the brand’s chief marketing officer and fourth-generation heir, Zegna is committed to crafting luxury fashion that resonates emotionally rather than merely chasing fleeting trends.
The Vision of Edoardo Zegna
Edoardo Zegna’s approach to luxury diverges from conventional retail metrics such as quarterly sales or viral moments. Instead, he emphasizes a more profound connection with the audience, suggesting that success is about crafting an experience that stays with people. He poignantly states, “I love to be described… as the slowest ‘company’ in the world." This mantra reflects a deliberate strategy to produce high-quality garments at a measured pace, contrary to the speed of mass production.
A Culinary Approach to Craftsmanship
Zegna compares the creation of a fashion collection to the artistry involved in cooking. He invokes the concept of "slow food," emphasizing the beauty and care that goes into making something that is genuinely nourishing. “In Italy, we say ‘il dolce far niente’—the sweetness of doing nothing,” highlights his dedication to savoring the process of creation. This philosophy not only applies to the garments but also extends to the overall customer experience.
The Immersive Runway Experience
Rather than staging a traditional show, the Spring-Summer 2026 presentation transformed into an immersive experience. Guests were welcomed into a thematic journey reflecting nature and heritage, reflecting Edoardo’s grandfather’s legacy. Park rangers guided attendees through evocative settings adorned with the sounds of chirping birds and grazing livestock, fostering a connection to the earth and the ethos of the Zegna brand.
Emotion Over Trends
In a fashion landscape often dominated by ocular extravagance, Zegna’s latest collection is marked by subtlety and emotional connectivity. The garments, from bomber jackets to casual shirts, feature understated elegance that invites contemplation. According to Edoardo, true luxury is not about lavish logos but the feelings that the garments evoke. “This industry has been focused on facts and figures,” he remarks, “but true luxury should stand for feelings.”
A Legacy Rooted in Community
Tracing Zegna’s roots back to 1910 reveals a legacy of ethical craftsmanship. His great-grandfather, Ermenegildo Zegna, built a wool mill in the Italian Alps—a self-sustaining community that extended far beyond mere production. This rich history is encapsulated in the book Born in Oasi, which chronicles the company’s commitment to community building and environmental stewardship.
The Importance of Emotional Engagement
Edoardo Zegna’s vision extends to emotional engagement in every aspect of the brand’s interactions with its customers. His reference to Pixar highlights this idea; like great storytelling, the Zegna experience should leave a lasting emotional impact. The Born in Oasi project exemplifies this philosophy, focusing not on products but on the emotions and memories the brand cultivates.
Quiet Luxury: The Zegna Dialect
In a world where luxury brands often signal exclusivity through ostentation, Zegna opts for a quieter approach. Their two stripes—a discreet yet recognizable design feature—represent a more subtle form of luxury. “It’s like if you know, you know,” Edoardo suggests, reinforcing the notion that real luxury can be understated yet profound.
The Art of Pricing Experiences
Edoardo challenges conventional consumerism with a simple yet powerful question: "How can I sell you a $20 cappuccino?" His response highlights the necessity of crafting experiences that evoke emotion. The same principle applies to Zegna’s clothing—where each piece is designed to go beyond aesthetics and enrich the wearer’s life.
Sustainability as a Core Principle
Reinventing the future means embracing sustainability for Zegna. Edoardo emphasizes that the materials used in collections are 100% traceable and crafted to endure the test of time. He stresses, “Natural fibers are finite—I don’t care how much you pay; if we don’t have it, we can’t give it to you.” This commitment ensures that each garment represents a thoughtful choice regarding ecological impact.
The Luxury of Time
Ultimately, Zegna flips the narrative on luxury by valuing time over speed. "The most luxurious thing in our life is time," Edoardo reflects, reinforcing the idea that true luxury lies in experiences that transcend the material. Through both their artistry and ethos, Zegna is dedicated to creating a legacy that will endure, inviting consumers not just to wear their garments but to be part of a rich, emotional journey.
