From sheep to shop – Zegna’s Exclusive experience to its top 100 Clients

By Leon Haasbroek

When our Editor-in-Chief asked me to cover Zegna’s latest collection and prepare a feature, my immediate, unfiltered reaction was: Oh no, Grandpa Chic! Truthfully, Zegna hadn’t really made its way into my list of must-watch highlights for Fashion Week each season. However, since joining Dossier Magazine, I’ve developed a growing appreciation for what Alessandro Sartori has been quietly mastering. That allure has been building - call it a slow burn - through moments like seeing their stunning four-page advertorials gracing our own magazine, each page a celebration of craftsmanship and artistry.

That initial Grandpa Chic bias? It didn’t stand a chance. Watching the show online, I quickly realized there was something fresh, nuanced, and undeniably modern about Sartori’s vision. While the mocha trend has been circulating across collections this season, Zegna’s take on it stood out for its elegance and effortlessness. It wasn’t just another nod to a trending palette - it was an evolution of the trend, executed with precision and subtlety.

What really struck me, though, was Sartori’s innovative formula for this collection - one that blurred the lines between runway theatrics and real-world retail experiences. Dubbed “shop the runway,” the strategy invited 100 of Zegna’s top VIP clients to the show. But it didn’t end there. Of those 100 guests, 50 were granted an exclusive three-day shopping experience in Milan. Here’s the game-changer: these select few could handpick their favourite looks from the runway and have them custom-made and delivered in just four weeks. It’s this kind of hyper-personalized approach that sets Zegna apart, reinforcing its reputation as a leader in luxury, not just in design but in customer experience.

Beyond the experiential, the collection itself was a tactile masterpiece. Sartori created a rich tapestry of materials - think tweed, cashmere, and wool so fine it borders on revolutionary. According to L’OFFICIEL, the Australian wool used in this collection surpasses even baby cashmere, measuring an incredible 12–13 microns (for context, baby cashmere is already considered a gold standard at 13.5 microns). These details underscore Zegna’s meticulous commitment to sourcing and innovation, making it clear why the brand continues to lead the charge in redefining modern luxury.

And let’s not overlook the broader strategy here. By creating these intimate, experiential opportunities for its most loyal clients, Zegna is crafting something more profound than clothes - it’s creating a sense of belonging, exclusivity, and legacy. It’s a masterstroke, ensuring that their collections don’t just walk the runway but live on through the wardrobes of their discerning clientele.

Now, let’s dive into my favourite looks from this season’s collection, each a testament to Sartori’s brilliance.