By  on September 4, 2019

MILAN — Gildo Zegna, chief executive officer of the Italian men’s wear powerhouse Ermenegildo Zegna, is known for being a private man, but he’s decided to take a stance to launch a new communication campaign that will be officially presented in New York on Sept. 5.

Under the hashtag Whatmakesaman, Zegna’s new campaign is actually much more than simply this season’s latest ads: It maps out a new path for the group, which is reaching out to its customers — established and new — to discuss the concept of masculinity. Gildo Zegna appears in a short film discussing the manifesto.

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