Italian luxury brand Ermenegildo Zegna features Actor Mahershala Ali and singer/entrepreneur Nicolas Tse in its latest campaign, #WhatMakesaMan. So, what is it that makes a man, actually? Zegna proposes that there is no a single answer; instead, there are many. It is a state of mind, not rules.
Men have been coming to terms with their inner weaknesses and strengths and are willing to take risks to embrace their own view of what masculinity is, even if this means going against traditional notions of manlihood, the brand noted. To that end, Zegna believes that courage is an essential part of masculinity today—giving the thought that courage embraces risks, accepting that failure may be the result.
Mahershala Ali and Nicholas Tse serve as the faces of the campaign. Two-time Oscar winner Mahershala Ali is a versatile actor who has depicted and embodied many shades of masculinity. His unique personality and passion for the arts, coupled with his determination to challenge stereotypes, makes him the perfect voice to explore the meaning of modern masculinity.
Meanwhile, talented and multifaceted artist Nicholas Tse was destined to become a star since the day he was born. His unique personality and passion for the arts, coupled with his determination to challenge stereotypes, makes him the perfect voice to explore the meaning of modern masculinity.
The campaign asserts love, failure, fight, risk, dreaming, playfulness, movement and freedom as qualities that make a man today—but more traits can always be added, as men today are complex and continually evolving. The ultimate goal is to open a door, letting ideas unfold and welcoming the shape they will take.
Openness makes a man. A willingness to accept change as the force that shapes life. The ultimate message, after all, is one of acceptance and, eventually, self-acceptance—that’s what the brand is trying to highlight today.
Ermenegildo Zegna also gives back to ensure a brighter future. All of the proceeds from sales of the #WhatMakesaMan T-shirts will be donated to a global charity supporting an education program to build a better future. Education means openness, which in turn means freedom.