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Milan Fashion Week A/W 2011: Menswear Collections
Ermenegildo Zegna
In the same week that Prada announced the opening of a design and research office in Hong Kong, the Zegna men's runway was littered with an unusually beefy number of thin-framed Asian models. China, where Zegna first landed 20 years ago, was clearly on the Italian label's mind this season, as was new technology, another buzzword that is increasingly captivating the fashion set. Zegna's plunge into the digital world took the form of a ‘convergent reality experience’, dreamed up by Avatar veteran James Lima, where real models floated in and out in a live performance before the audience, together with a filmed performance on the walls in front of them. The performance, dubbed 'LIVE-D' (instead of the ubiquitous 3D) used green screens to superimpose models right on the Bund or atop the Great Wall of China, where they then stepped off the screen and landed in real life on the runway. Gimmicky? Sort of. But they get points for originality. And Zegna's true forte - plain fabulous clothes that walk the perfect line between smart and casual - is what really lingered with the audience anyway.
In the same week that Prada announced the opening of a design and research office in Hong Kong, the Zegna men's runway was littered with an unusually beefy number of thin-framed Asian models. China, where Zegna first landed 20 years ago, was clearly on the Italian label's mind this season, as was new technology, another buzzword that is increasingly captivating the fashion set. Zegna's plunge into the digital world took the form of a ‘convergent reality experience’, dreamed up by Avatar veteran James Lima, where real models floated in and out in a live performance before the audience, together with a filmed performance on the walls in front of them. The performance, dubbed 'LIVE-D' (instead of the ubiquitous 3D) used green screens to superimpose models right on the Bund or atop the Great Wall of China, where they then stepped off the screen and landed in real life on the runway. Gimmicky? Sort of. But they get points for originality. And Zegna's true forte - plain fabulous clothes that walk the perfect line between smart and casual - is what really lingered with the audience anyway.
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fashion 17 Jan 2011
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