Zegna Celebrates Its Finest Wool With Spring 2025 Campaign
EXTRAORDINARY QUEST: Zegna is doubling down on its legacy in fine textiles for its spring 2025 ad campaign, which spotlights Vellus Aureum, the finest merino wool employed by the brand.
Debuted in the spring 2025 collection, the trademarked yarn sourced from Australian woolgrowers, spun in Italy and representing only 0.005 percent of the global wool production, owes its name to the mythical feat of Jason and the Argonauts and the quest for the Golden Fleece. At Zegna, it is worked into signature garments ranging from the Il Conte jacket to knitwear and jerseys.
More from WWD
Nordstrom Casts Amy Sedaris, John Turturro, Spike Lee in New York-themed Campaign
Tiffany & Co. Celebrates Valentine's Day With 'The Language of Love' Campaign
EXCLUSIVE: Circ Launches 'Fiber Club' With Bestseller, Eileen Fisher and Everlane
Aiming to let the fabric do the talking and marking a departure from its recent ads fronted by the Italian menswear brand’s ambassadors, Zegna conscripted friend of the house, vintage watch collector and entrepreneur Auro Montanari to star in campaign images.
Set against the interiors and courtyard of a Milanese palazzo, the pictures depict Montanari enjoying slow-life moments, as he sips coffee, sits in his studio or drives a vintage car. He wears the Vellus Aureum-crafted Il Conte jacket as well as knits and underpinnings made from the same fabric.
Incidentally the fabric’s name was also picked by artistic director Alessandro Sartori as the title for the brand’s fall 2025 runway show held last month during Milan Fashion Week.
In 2023 a single wool fleece under the Vellus Aureum family reached the world record with a fineness of 9.4 microns, an achievement in sync with the company’s founder Ermenegildo Zegna’s pursuit of the finest wools in the world.
In 1963, the entrepreneur established the Wool Trophy Awards in Australia to support woolgrowers in their pursuit of such high-quality yarns.
Zegna pledged by the end of 2025 to ensure full traceability for the luxurious fiber as per its “Road to Traceability” strategy. All Vellus Aureum garments are also poised to come with a digital product passport via the Aura Blockchain.
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
