Earlier this year, the upscale Italian fashion business ZEGNA was named the official apparel partner of Real Madrid. Since then, the brand has celebrated this alliance with activities in the city where the soccer team is based and is now giving consumers a closer look at the collection with its “ADV” campaign.
The advertisement, which features some of Real Madrid’s best players, highlights the elegant football-inspired outfit made especially for the team by ZEGNA. Delivered in black, tailoring is made informal by accessories like a chore jacket, which serves as a modern and sporty substitute for a blazer, and overshirts, which, when appropriate, provide a more relaxed appearance. Similarly, sweatpants are replaced with formal attire, and something more elegant appears in the form of narrow slacks that fit closer to the leg to showcase the players’ footwear—possibly a pair of Triple Stitch shoes.
The work jacket’s double-stripe designs give it a contrasting block look and replace the normal boxy pocket design with one that pays homage to Oasi Zegna’s past while preserving the ideal pre-court session aesthetic.
Gildo Zegna, Chairman and CEO of the Ermenegildo Zegna Group, commented on the alliance in the following way: “I am incredibly excited about our recently announced cooperation with the Real Madrid, one of the most recognizable brands in the world with a devoted and passionate audience. Real Madrid and Zegna were drawn together by the significance of values. We both believe that what is visible—whether it be a piece of apparel or winning a football game—only matters if an ethical position is there.
Zegna’s artistic director, Alessandro Sartori, continued, “Real Madrid is a special football team and the most well-known club in the world. I was able to test my ideas on men who actually live the lifestyle we promote as Zegna by designing a luxurious leisurewear wardrobe for such a legendary football squad and executing it the traditional made to measure way. This results in an enthralling conversation in which we both gain knowledge.
Check out ZEGNA’s “ADV” campaign above, and make sure to visit one of their boutiques to see the collection in person.
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