Italian men’s luxury fashion house, Ermenegildo Zegna is going to launch its primary beachwear collection in on December 8 in Australia before an official global release next year.
The collection is a mix of apparel pieces like swimming trunks, polo necks and boat-neck shirts and a small assortment of beach accessories. Apart being high on the brand’s eclectic motifs and bright colours, the line makes use of performance fabrics like Microlite, a poly-based microfibre that was developed by Zegna in the 1990s with Nylstar. The fibre is known for his resin-finish and foaming qualities that makes it one of the most technical fabrics in use right now.
The line will be sold from Zegna’s 3 flagship boutiques in Australia as well as their ecommerce site in the country. The pricing has a wide range starting from around 90 to 500 Australian dollars.
Australia is known as a beach hub and its early summers will be a great opportunity for the brand to cash in on from a promotional perspective. Even before the collection is officially released in Europe and the US, influencers from the Southern hemisphere would have been seen wearing the pieces all over social media.
From a logistic point of view, Australian swim market has a more international appeal and this will help Zegna cement its position in the beachwear space.
For Alessandro Sartori, the new creative director of the heritage brand, the international launch will also help in creating a global image for the label that is otherwise considered to be very conventional.
