Italian luxury house ZEGNA has announced a multi-year global partnership with Art Basel, one of the world’s most prestigious contemporary art fairs. This collaboration marks a new chapter for ZEGNA, reinforcing its long-standing values at the intersection of art, design, and responsible entrepreneurship.
Art as a Language of the Brand: ZEGNA’s Enduring Philosophy
ZEGNA’s relationship with art is far from new. In the 1920s, founder Ermenegildo Zegna envisioned art as a central part of his vision when developing the Oasi Zegna nature reserve in the Italian Alps. He commissioned local artists such as Ettore Pistoletto Olivero and Otto Maraini to create monumental staircases, fountains, friezes, and portraits. These works transformed the landscape around the company’s wool mill in Trivero into what Zegna called a “living museum.”
For ZEGNA, a factory is not merely a site of production—it is a space where beauty and culture should coexist. This core belief continues today. At ZEGNA’s Milan headquarters, Michelangelo Pistoletto’s Woolen – The Reinstated Apple stands as a tribute to the strength of creative partnerships and the sustainable origins of wool. Across ZEGNA stores worldwide, installations by William Kentridge and Ettore Spalletti further reflect this living narrative.
ZEGNA has built its relationships with artists not based on fame or marketability, but on a deep understanding of artistic expression. It has commissioned site-specific works from internationally renowned figures such as Daniel Buren, Dan Graham, and Roman Signer—artists chosen for their ability to interpret and express the ZEGNA ethos. Additionally, for its symbolic Wool Trophy Award, the brand has engaged Graham Sutherland, Not Vital, and Kiki Smith to design bespoke trophies that reflect innovation in textiles.
Official Participation in Four Art Basel Cities and Collaboration with VISIBLE
Through this partnership, ZEGNA will officially participate in all four editions of Art Basel in Basel, Miami Beach, Paris, and Hong Kong. At each fair, the brand will curate experiences that foster dialogue between art, design, and entrepreneurial responsibility on a global stage.
At the heart of this collaboration lies the VISIBLE project, a joint initiative by Fondazione Zegna and Fondazione Pistoletto. The program supports socially engaged art through a pioneering fellowship model. Vincenzo de Bellis, Director of Fairs and Exhibition Platforms at Art Basel, has been appointed to the VISIBLE board to help strengthen the artistic and organizational links between the institutions.
VISIBLE is not a new initiative—it is rooted in a century-long connection between the Zegna and Pistoletto families. In ZEGNA’s early days, Ermenegildo Zegna commissioned artworks from Ettore Pistoletto Olivero. This legacy laid the foundation for the belief that art should not be confined to galleries but integrated into everyday life.
During the June 2025 edition of Art Basel, ZEGNA will announce the newest recipients of the VISIBLE Situated Fellowships. These awards will highlight artists and collectors worldwide who address urgent social and environmental issues. The ceremony will also serve as a tribute to Michelangelo Pistoletto, a Nobel Peace Prize nominee whose work has long stood at the intersection of art and social transformation.
This partnership reflects the shared commitment between Art Basel and ZEGNA to make meaningful, lasting contributions to society through the arts. ZEGNA’s vision, cultivated over generations, is now entering a new phase—one that seeks not only to redefine the role of a luxury brand but to actively shape a new cultural legacy for the future.
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