Ermenegildo Zegna, a luxurious Italian menswear company, recently unveiled their new film, A Rose Reborn, directed and produced by their Creative Director, Stefano Pilati. Zegna, one of the first luxury brands to enter the markets in China in 1991, has recently seen a drastic decline in sales. Piltai was assigned the task of creating something to help reboost the brand presence and increase sales in China with something to be unveiled at the close of Shanghai Fashion Week. The film is about 20-minutes long, but is a wonderfully beautiful example of how important telling your story and understanding your brand is to the overall identity of your company and targets.
The film follows the journey of a passionate engineer wanting to make the world a better place by offering his product to the world and in the process, tries to broker a deal with an enigmatic Chinese business man. Throughout the film, there are several key elements and themes being portrayed that you pick up on as the plot is finally woven together. The engineer is sent on a myriad of different adventures, complete with riddles and intrigue, as he reaches his final destination. The entire film has been thought out to perfectly include Zegna's history and craftsmanship, with both main actors wearing Zegna from start to finish, with a focus on them swapping clothes and the beginning of the film starting out in the made-to-measure fitting boutique, which Zegna offers to their clientele and is a major component of the brand identity. When the actors switch one item of clothing each time they meet, the significance of the "broken" suit, which Pilati has made Zegna known for, is thus revealed and reiterated. At the close of the film, the engineer says: "If want you have and what I have become one, we can turn desserts green".
Coco wears an Etro Damask Quilted and Beaded Coat, a Kaufman Franco Silk Wrap Top, Helmut Lang Boyfriend Trousers and Saint Laurent Tribtoo.