Italian luxury menswear brand Zegna has released its Spring/Summer 2026 campaign “WINTER GARDEN,” featuring global ambassador Mads Mikkelsen.
A Historic Collaboration Lives on at Oasi Zegna
The campaign is set at Oasi Zegna, a 100 km² nature reserve in the Italian Alps established by founder Ermenegildo Zegna. This place is not merely a nature reserve, but a living landscape where design, nature, and family have been nurtured together—a space where memories breathe.
In this mountainous terrain, the Zegna family built their homes and began their engagement with the arts. Drawing daily inspiration from beauty, Ermenegildo Zegna commissioned work from various artists, designers, and architects, advancing the development of State Road 232, which connects Oasi Zegna with the surrounding region.
Under this vision, the Zegna family welcomed Pietro Porcinai, one of the 20th century’s master landscape architects.
Born in 1910, the same year as Zegna, Porcinai dedicated his life to redefining how human living spaces and natural environments could coexist.
From this collaboration emerged the “Winter Garden.” It embodies a shared vision of harmony between glass, light, water, and nature. The Zegna family invited Porcinai to Trivero not simply as an architect, but as someone who could shape a philosophy.
Welcomed by Ermenegildo Zegna, Porcinai reimagined the gardens around Casa Zegna, Cà Gianin, and Villa Al Roc in Trivero as bridges connecting living spaces with the local natural environment. These spaces were not greenhouses or protected gardens, but living rooms enveloped in nature—functioning as social venues, intimate spaces for family time, and occasionally as business settings.
In an era when industry, art, and landscape design rarely intersected, this collaboration introduced modern garden philosophy into the classical environment of Trivero’s villas and factories. Through pergolas, trellises, and green walls, it connected workspaces with leisure areas, inviting nature inward rather than excluding it.
This shared philosophy transcended the framework of landscape architecture, evolving into a broader dialogue encompassing environment, lifestyle, and design. The Zegna family found in Porcinai’s gardens a concrete manifestation of his aesthetic refinement rooted in nature, harmony, and innovation.
An Instinctively Felt Style
What Zegna portrays in its Spring 2026 campaign is not a contrived but an instinctively felt style. This philosophy is expressed through materials and form.
Exceptional fabrics resonate with the nature of Oasi Zegna, blurring the boundary between wild nature and refined design. Vellus Aureum, the pinnacle of Zegna’s textile research and a rare superfine wool sourced from select producers worldwide, is paired with supple and refined SECOND SKIN leather.
The family’s iconic Triple Stitch™ shoes appear as the brand’s functional signature, elevating the tradition of performance and craftsmanship that Zegna has inherited into contemporary form.
Fluid Silhouettes That Embrace the Body
The silhouettes are relaxed and fluid, embracing the body with understated confidence, evolving naturally with the wearer as seasons change.
From the meticulous construction of the Il Conte jacket using SECOND SKIN to the refined details that shape each piece, every stitch speaks of comfort, elegance, and a lifestyle lived in harmony with the surrounding world.
In Spring 2026, Zegna returns once again to the Winter Garden with global ambassador Mads Mikkelsen. What is reflected there is the concrete manifestation of the aesthetic that Zegna has inherited—refinement rooted in nature, harmony, and innovation.
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