Clothes are a personal environment, manufactured in an industrial environment, that is part of the environment at large—the world we share. Today Alessandro Sartori used the opportunity presented by the Milan Digital Fashion Week to join the dots between that hierarchy of environments and propose a relationship between them that is not oppositional, but mutually sustaining.
The environment at large for this “phygital” presentation was Ermenegildo Zegna’s HQ in Trivero, two hours northeast of Milan. Its central facilities—a towering edifice of mills, factories, and logistics topped by a Zegna branded chimney—lie within a nature reserve named Oasi Zegna in which the company has planted half a million trees since its foundation in 1910.
The show, which was streamed, started firmly in the digital domain. A wall of hedgerow evaporated to reveal a grassy hilltop runway, and the beginning of an approximately six-minute segment that had been pre-recorded in the last two weeks. This section contained around two-thirds of the collection and showed the models navigating their way through the nature reserve that is one product of Ermenegildo Zegna’s business.
Through forest, across lawns, and up stone paths they marched what Sartori said was in total a 3 kilometer route. Slowly their drone-shot surroundings became more cultivated, their pathways more tended, until they rounded a corner into a passage that led inside the mill itself. Here they passed through antique wooden-drawered archives of fabrics past, and through the massed ranks of spinning machines set to weave the fabrics of the future.
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