Unlock the Hidden Luxury Secrets of Dubai with Zegna – Your Ultimate Style and Adventure Awaits!
Though the collection itself wasn’t shifted to reflect the locale, the styling was—a nod to the way Zegna’s customers in Dubai wear the clothes in real life. “I think 50 percent of the design is done by the designers, the brand,” Sartori explains. “The other 50 percent is done by people who are wearing the garments. And the way these people are styling or composing the looks is different.” That translated to lighter layers, more flowing fabrics. Very Zegna, just a little different this time around.
The next day, the space changed yet again, becoming a hosting ground for devoted Zegna fans to attend one-on-one appointments to buy bespoke clothing, pieces from a Dubai-exclusive capsule, and the designs that just went down the runway the night before. It’s a concept the fashion house calls, appropriately, Villa Zegna—a way of welcoming customers home.
It’s also, at a time when some luxury brands are suffering from a sense of fatigue, a way for Zegna to lift the curtain and let its biggest supporters around the world see—and, crucially, feel—where their hard-earned money is going. “It’s a new format, new layers distribution but also of engagement,” Sartori says. “These are keys to see the future in a different way. We should evolve to become always, everywhere, relevant—even where we are not.”
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