GOING TO TUMBLR: Ahead of Stefano Pilati’s debut as creative director of Agnona and of Ermenegildo Zegna Couture with the latter’s show on June 22, the first Zegna Group Tumblr bowed Monday.

In addition to offering a glimpse into Pilati’s world and way of thinking, the Tumblr is to be considered as “a tutorial for the correct pronunciation” of the two brands, which share the gn letters — difficult to pronounce by non-Italians.

This story first appeared in the May 28, 2013 issue of WWD. Subscribe Today.

Pilati collaborated with Matt Mason, author of “The Pirate’s Dilemma” on the gn-project. Slides of words from Pilati’s vocabulary will be projected in an empty room. “Stefano Pilati’s medium is fashion. He uses fabrics to create his point of view and is a master in the use of means of communications,” said Mason. “Pilati is something of a pirate, a pirate in fashion. He rebelled against the system when it didn’t follow him and with his ‘manifests’ [while at Yves Saint Laurent] brought his image on the streets, letting his mind do the talking.”