Ermenegildo Zegna asks: What does it mean to be a man today?

Luxury business consultancy group RTG Consulting has worked closely with Ermenegildo Zegna to conceptualise a global holistic campaign to foster “a genuine, fearless and global conversation about modern masculinity”.

The #WHATMAKESAMAN campaign seeks to inspire a more diverse and inclusive means of being a man; a message that seeks to “liberate men from the traditional definitions of masculinity and speak their own truth”.

“Right now, people across the globe – men and women – are talking about what masculinity looks like today, and I think Zegna has to be part of this dialogue,” said Ermenegildo Zegna Group CEO Gildo Zegna.

The campaign launched with a series of creative visuals featuring Mahershala Ali, Oscar-winning actor from Green Book and Moonlight, and Nicholas Tse, famous actor, composer and singer. It also includes a collective of influencers who each express traits or values that are not traditionally perceived as masculine. The campaign is also inviting women to join the conversation.

“I’m very much convinced that their point of view and sensitivity can stimulate the debate and help us explore the definition of modern masculinity through its many meanings,” said Zegna.


“The original idea behind the campaign was driven by the belief that the definition of masculinity is far too narrow,” said RTG chief strategy officer Marc Arnold, “and that we want to inspire a much broader definition of what it means to be a man today.”

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