#ZegnaConversations: a storytelling platform inspired by ‘Defining Moments’, Ermenegildo Zegna’s new SS17 Campaign

Milan, 21st February 2017 – Every story has a moment. A chance encounter. A bold risk that paid off. A challenge that pushes you to your limit. These moments become part of the very fabric of who you are: they define you.

Today, Ermenegildo Zegna launches #ZegnaConversations: an interactive destination that captures and celebrates the unique and personal stories of remarkable individuals and their Defining Moments. Kicked off by the SS17 Campaign protagonists, Robert de Niro and McCaul Lombardi, a series of influential men and members of the Zegna Community will follow by sharing their own Defining Moments. Their stories will populate a worldwide interactive map on the #ZegnaConversations platform, narrated by a range of individuals of different age, race and culture. It will grow organically over the next six months, mirroring the multi-faceted milestones in people’s lives and careers.

Each month, Zegna will select Defining Moment storytellers to be awarded with that which reflects the remarkable qualities of their unique story: a made to measure experience.

#ZegnaConversations develops upon the new SS17 campaign starring Robert De Niro and McCaul Lombardi which launched digitally on 13th February. Defining Moments marks the first expression of the new emotionally connected voice in which Ermenegildo Zegna will henceforth speak to its community around the globe.

Robert De Niro’s face, voice, and inimitable creative mannerisms have made him one of the greatest actors of our time. McCaul Lombardi is a young, inquisitive and intelligent actor at the start of a career whose breakout role in American Honey in 2016 has won him instant Hollywood attention. They share a vocation, a heritage (both are Italian-American), as well as a natural elegance of style and boldness of character.  Together with Alessandro Sartori, Artistic Director for Ermenegildo Zegna, and the film-maker Francesco Carrozzini, these two actors met in Los Angeles towards the end of 2016.

Carrozzini’s short films star De Niro and Lombardi interacting with each other and discussing the Zegna garments that they have chosen to wear. Whether on the road, on the shoot, or in moments of repose in-between, the two actors – one richly experienced; the other, still with so much experience to come – share their Defining Moments. This discovery of affinity and mutual learning through conversation that is free, real and passionate lies at the heart of the new #ZegnaConversations strategy.

The films are released on Zegna’s social and digital channels to coincide with the release of traditional editorial. This is the start of many more conversations held within the world of #ZegnaConversations, establishing it as a forum for the nourishment of enquiring minds.  Enriching the dialogue with its customers, it offers a bespoke experience of the brand and to share what defines Ermenegildo Zegna.

Every story begins with a moment. This is our Defining Moment. Share your unique story to inspire others.


Artistic Direction: Alessandro Sartori
Director and Photographer: Francesco Carrozzini
Talents: Robert De Niro, McCaul Lombardi