.new campaign
ZEGNA SS24
Mads Mikkelsen Dominates Oasi Lino Collection
written Amanda Mortenson
ZEGNA’s Spring Summer 2024 campaign just dropped, and it’s a masterclass in luxury menswear, with Mads Mikkelsen bringing the heat as the brand’s Global Ambassador.
Draped in the exquisite Oasi Lino collection, Mikkelsen is captured against serene, natural backdrops, blending the actor's intense charisma with ZEGNA’s hallmark of refined elegance.
ZEGNA SS24
Mads Mikkelsen, Oasi Lino Collection
SUMMER ADV 2024
all visuals (c) ZEGNA SS24
Artistic Director Alessandro Sartori’s vision for the season unfolds through fluid silhouettes and a palette drawn from nature’s own hues. The Oasi Lino collection made its debut at the L’Oasi di Lino Summer 2024 fashion show in Milan, setting a new standard for lightness and relaxed sophistication.
The journey starts in the lush fields of Normandy, where the world’s finest flax fibers are sourced. These fibers travel to Italy, transforming into the luxurious Oasi Lino fabrics that define the collection. ZEGNA’s commitment to sustainability shines through, with all Oasi Lino fabrics promised to be 100% traceable by 2024. This initiative is a nod to the brand’s century-old legacy of environmental and societal consciousness, embodied in their Road to Traceability.
discover more: Born in Oasi Zegna Book
“I am really proud to continue my collaboration with ZEGNA and to be the Global Ambassador of the new Oasi Lino SS24 collection. ZEGNA is the leader in the production of fine fabrics and global excellence in menswear. Their commitment with Oasi Lino towards sustainability and traceability is extraordinary. Oasi fibers are the epitome of the highest craftsmanship that goes into every ZEGNA product. The philosophy and values of ZEGNA are the reason it is such an inspiring brand,”
Mads Mikkelsen said,
capturing the essence of his partnership with ZEGNA.
Inspired by Oasi Zegna, a 100km² sanctuary in the Italian Alps, the campaign echoes the brand’s deep-rooted values. This idyllic setting, rejuvenated by over 500,000 trees since 1910, embodies ZEGNA’s dedication to excellence and ecological stewardship.
The campaign’s global celebration kicked off in Shanghai with the launch of “VILLA ZEGNA,” a unique event concept inspired by the original house of ZEGNA’s founder, Ermenegildo Zegna. This multi-sensory experience allowed selected guests to delve into the world of ZEGNA, blending history with contemporary luxury. Throughout the week, exclusive dinners hosted by Mads Mikkelsen and fellow ambassador Wu Lei brought together celebrities, tastemakers, and press, creating an intimate connection to the brand’s rich heritage. “VILLA ZEGNA” represents a new era in customer engagement for ZEGNA, merging personal storytelling with immersive luxury experiences.