Sign of change

Male art enters the ready-to-wear sector

Art & Business | Luxury goods for men have become increasingly present in the world of art. In 2012, Zegna grouped together all of its contemporary art initiatives under the ZegnArt banner. From supporting young designers in emerging countries (Zegnart Public), to sponsoring artistic projects (Zegnart Special Project), the brand is conscious of making art a part of its stores by showcasing artwork (Zegnart Global Stores). This is a global strategy strengthened by the Visible Prize in partnership with the Pistoletto foundation. And Lyon-based brand Zilli is transforming artist Aaron Young into the ambassador for its upcoming campaign, which builds on a recently-acquired visibility in the world of contemporary art and design : official sponsor of the Lyon Biennial in 2010, participant of the Milan design week in 2012 and supporter of the Pierre Soulages exhibition at the Villa Medici in Rome in 2013. Zilli has made art and design a key element of its communications strategy.

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