{"id":329757,"date":"2026-03-05T06:05:10","date_gmt":"2026-03-05T06:05:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/329757\/"},"modified":"2026-03-05T06:05:10","modified_gmt":"2026-03-05T06:05:10","slug":"zegnas-alessandro-sartori-discusses-new-fragrance-launch-mads-mikkelsen-campaign","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/329757\/","title":{"rendered":"Zegna\u2019s Alessandro Sartori Discusses New Fragrance Launch, Mads Mikkelsen Campaign"},"content":{"rendered":"

\n\tMILAN \u2014\u00a0It\u2019s a busy week for Zegna, following the announcement of staging its next show in Los Angeles on June 5<\/a> with the official launch of an olfactory collection of six fragrances.<\/p>\n

\n\tNamed \u201cMemorie,\u201d or \u201cMemories\u201d in English, the range was developed with Give Back Beauty<\/a>, which in 2023 took over the Zegna<\/a> beauty license, previously held by The Est\u00e9e Lauder Cos.<\/p>\n

\n\tZegna\u2019s artistic director Alessandro Sartori<\/a> sat down with WWD to discuss the new project, which is deeply intertwined with the roots of the company established in 1910 and saw the involvement of longtime friend of the house and actor Mads Mikkelsen as the face of the campaign.<\/p>\n

\n\tWritten and directed by Roman Coppola, the five-minute film translates the concept of the collection, which was inspired by the defining moments in founder Ermenegildo Zegna\u2019s life, from the inkwell with which he shaped his ideas to the Alpine road and natural landscapes informing his vision.\u00a0<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tA frame of Mads Mikkelsen starring in the film directed by Roman Coppola for Zegna\u2019s \u201cMemorie\u201d fragrance<\/a> collection.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\t\u201cWe\u2019ve been working on this fragrance<\/a> collection for more than two years,\u201d said Sartori, underscoring how this launch follows a test in the category unveiled last summer at Zegna\u2019s spring 2026 show in Dubai<\/a>. The brand hosted around 200 top clients, who had the opportunity to preorder some of the looks from the collection and the limited-edition of 300 flacons of \u201cIl Conte\u201d perfume at 3,000 euros each.<\/p>\n

\n\tThe new scent collection has a different positioning, with each retailing at $349 for a 100-ml size, and 150-ml refills priced at $249.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe \u201cIl Lanificio\u201d fragrance by Zegna.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\t\u201c[Fragrance] is a dimension that we were missing and which we absolutely needed because the olfactory experience completes the wardrobe, the silhouette and the life of the person we dress,\u201d Sartori said. It was extremely important to take this step and take it well. We have put so much energy and resources into it\u2026.It was thought as a team effort, as important as the development of a collection.\u201d<\/p>\n

\n\tFor Sartori, there were no differences in the two creative approaches. The approach is one of a storyteller,\u201d he said. \u201cWhen we create our clothes, we conceive them to last and the same goes for fragrances. Even when we add other scents to the collection, they will be [coherent] with these ones.\u201d<\/p>\n

\n\tSartori said the biggest challenge was to have fragrances that didn\u2019t change over time. To ensure this technical aspect, he enlisted master perfumers, including Dominique Ropion, Fabrice Pellegrin and Quentin Bisch, who created the different olfactory chapters by offering a variety of notes, spanning from leathery amber to gourmand woods.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe \u201cIl Calamaio\u201d fragrance by Zegna.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tFragrances include \u201cIl Calamaio,\u201d or \u201cInkwell,\u201d evoking the moment ideas take shape on paper with a blend of ink and oud accords; \u201cIl Lanificio,\u201d or \u201cWool Mill,\u201d nodding to the beating heart of the Zegna firm with a mix of vanilla Tahitensis, suede accord and sandalwood; \u201cA Trivero,\u201d or \u201cIn Trivero,\u201d celebrating the small town in Italy\u2019s Piedmont region where everything started with a combination of lavender, Damascena rose and myrrh; \u201cIl Sottobosco,\u201d or \u201cUndergrowth,\u201d a woody spicy scent paying tribute to the brand\u2019s connection to nature with notes such as pink pepper, carrot seeds and patchouli, and \u201cLa Panoramica,\u201d or \u201cPanoramic Road,\u201d a fresh foug\u00e8re perfume evoking the scenic road across Oasi Zegna via pine needles, lavender and vetiver notes.<\/p>\n

\n\tThese add to Sartori\u2019s personal favorite, named \u201cSaga del Piemonte,\u201d or \u201cTale of Piedmont,\u201d a woody gourmand fragrance hinged on coffee accord, Ratafia liqueur and cedarwood, among others. \u201cIt reminds me of certain moments spent with my family in winter, playing cards\u2026.It has some unconventional elements and its warmth kind of suits me,\u201d he said.\u00a0<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe \u201cSaga del Piemonte\u201d fragrance by Zegna.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tEach fragrance comes in a refillable glass bottle marked by soft gradient finishes inspired by its emotional landscape, sealed with an ash-wood cap crowned by the Zegna family crest.\u00a0<\/p>\n

\n\tThe collection will launch first in the U.K. and Middle Eastern exclusive at Harrods and Dubai Mall, respectively, as well as selected Zegna stores and its e-commerce in Europe on Thursday, to be followed by a U.S. rollout on Tuesday.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe \u201cMemorie\u201d olfactory collection by Zegna.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tThat same day, the dedicated campaign will also be revealed on the brand\u2019s channels. Set within Casa Zegna, the family\u2019s historic home in Oasi Zegna, the short film unfolds as a journey through the six chapters.\u00a0<\/p>\n

\n\tSartori enthused about the involvement and interpretation of Mikkelsen, who has fronted many Zegna campaigns in the past, attended its shows front row and even walked the Zegna catwalk. \u201cHe\u2019s not just a testimonial, he\u2019s a friend of the family\u2026.It wouldn\u2019t have been the same with another face,\u201d said Sartori.\u00a0<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tA frame of Mads Mikkelsen starring in the film directed by Roman Coppola for Zegna\u2019s \u201cMemorie\u201d fragrance collection.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tThe designer recalled how back in 2016 he took a trip to Los Angeles and defined the brand\u2019s celebrity strategy, aligning with names genuinely drawn to the brand and building long-term relationships with them. Ditto for Coppola, whom Sartori defined as \u201ca member of this family.\u201d<\/p>\n

\n\t\u201cWhen we sat down to talk about this project, after an hour of chatting with a glass of wine, he was talking about this [project as it] was his own film and added pieces to the story. Working with this approach and feeling is extremely important for us,\u201d Sartori said.<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tA frame of Mads Mikkelsen starring in the film directed by Roman Coppola for Zegna\u2019s \u201cMemorie\u201d fragrance collection.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tIn a full-circle moment, Sartori will return to Los Angeles to hold Zegna\u2019s spring 2027 show on June 5. The show will be part of a weeklong program of curated experiences, designed to engage top clients, friends of the brand and select members of the international press. Villa\u00a0Zegna<\/a>, the brand\u2019s invitation-only temporary private club, will open right after the show and remain in\u00a0Los Angeles<\/a>\u00a0for a few days. Inspired by the original home of founder Ermenegildo\u00a0Zegna<\/a>, the concept was formerly staged also in Shanghai and New York.<\/p>\n

\n\tThe move to Los Angeles comes as the group is further turning its attention to the U.S., with the first Salotto Zegna in New York opening in the first quarter of 2027 within the brand\u2019s store at Fifth Avenue and 57th Street, following into the steps of units previously opened in Dubai, Singapore, Shanghai and Beijing.<\/p>\n

\n\tIn 2025, revenues at the Zegna brand totaled 1.18 billion euros, up 1.5 percent versus 2024.\u00a0<\/p>\n

\n\tPublicly traded in New York, the Zegna group also includes Tom Ford Fashion and Thom Browne, which will stage a runway show in Milan on June 22 for the first time.\u00a0As reported,<\/a>\u00a02025 revenues of the group showed organic growth of 1.1 percent to 1.91 billion euros, driven by the DTC channel at the\u00a0Zegna<\/a>\u00a0brand. In the Americas, group sales rose 7.9 percent to 566.1 million euros, accounting for 30 percent of the total.\u00a0<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe \u201cIl Sottobosco\u201d fragrance by Zegna.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Zegna<\/p>\n

\n\tAs for Give Back Beauty, or GBB, Zegna is only one of the luxury licenses included in its portfolio, along with Elie Saab, Chopard and Maybach. A prestige and lifestyle division comprises those for\u00a0Tommy Hilfiger<\/a>, Philipp Plein,\u00a0Mercedes-Benz<\/a> and\u00a0Iceberg<\/a>, along with Trussardi and Laura Biagiotti that were integrated last year<\/a>, when GBB inked an agreement with Italian giant Angelini Industries to take over its beauty division AB Parfums SpA, formerly known as\u00a0Angelini Beauty<\/a>.<\/p>\n

\n\tGBB also has a Los Angeles-centric\u00a0indie and talent division<\/a>\u00a0that acts as an incubator for celebrity-backed brands, such as the\u00a0Florence by Mills<\/a>\u00a0brand by actress Millie Bobby Brown and Blake Lively\u2019s hair care line\u00a0Blake Brown<\/a>. In addition, it serves as a strategic and distribution partner for other perfume and beauty labels, including Dolce & Gabbana and\u00a0Billie Eilish<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"MILAN \u2014\u00a0It\u2019s a busy week for Zegna, following the announcement of staging its next show in Los Angeles…\n","protected":false},"author":2,"featured_media":329758,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[44110,61,60,80,9616,152238],"class_list":["post-329757","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-fragrance","tag-ie","tag-ireland","tag-technology","tag-wwdbeautyinc","tag-zegna"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/329757","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=329757"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/329757\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/329758"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=329757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=329757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=329757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}