Ermenegildo Zegna Group redefines masculinity

The Ermenegildo Zegna Group is joining forces with Cesvi, one of the largest and most prominent humanitarian organizations in Italy, to take an active and leading role in contributing to the social and cultural development of younger generations. Working across the globe, Zegna’s commitment will work to build a new meaning of masculinity through education. This new partnership – From A to Zegna – will provide a variety of educational programs that aim to challenge stereotypes about “manliness” and nurture a distinct sense of humanity in the world’s youth.

What Does It Mean To Be a Man Today?

Giving back has always been a part of the Zegna mission. Following the recent launch of our What does it mean to be a man today? brand campaign, we have designed a #WHATMAKESAMAN t-shirt, to be sold in all Zegna boutiques. Proceeds from the t-shirt sales will support Cesvi in its mission of protecting and educating vulnerable children, a cause that wholly aligns with the humanitarian underpinnings of Zegna’s global vision.

The project From A to Zegna will operate in several countries in partnership with Cesvi’s Houses of Smiles. Conceived and built to create ad hoc educational modules, From A to Zegna aims to promote positive behavioral changes among youth around the world. It includes workshops on peer-to-peer communication, group discussions, and collaborations with local universities focusing on healthy interaction, all of which are part of a global conversation that Zegna is undertaking about the concept of modern masculinity. These educational programs are based on a community’s unique, local needs, which will allow for tangible actions to be taken that reflect an individual community’s values. It’s a global approach operating on a local level, grounded on one simple idea: we must respect the local culture while at the same time nurturing its development.

The Execution

There will be several projects from all around the world. Local partners will be coming from different countries, among which Italy, Perú and South Africa. All aim to encourage younger generations to be thoughtful about a new idea of masculinity in today’s society.

The ethical principles of social responsibility and a sustainable approach towards community are fundamental principles of both Zegna and Cesvi. The partnership will be through Fondazione Zegna, the Zegna family philanthropic arm. The foundation embodies the founder’s vision and operates both locally and internationally on matters related to sustainability and culture. This includes the Ermenegildo Zegna Founder’s Scholarship. Since its inception in 2014, it has allowed talented Italian graduates to pursue postgraduate studies abroad. After their studies, they encourage them to actively participate in the country’s development.

Zegna’s confidence in education to influence the youth inspired their decision to focus on education. In its many forms, it is the best way to build the youth. From the ground up, it fosters openness, which in turn leads to freedom.

Learn more about the campaign and hear about men's stories on zegna.us. You can also check out fondazionezegna.org for other humanitarian projects under Ermenegildo Zegna.

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