Robert De Niro Will Be Zegna’s New Poster Boy

Ermenegildo Zegna has secured Robert De Niro to front its spring advertising campaign, WWD has learned.

Reached by phone, artistic director Alessandro Sartori said he could not confirm this, but revealed that he had “decided to change the concept of advertising and communication” for the Italian menswear powerhouse. “We are thinking of a communication platform that can trigger emotions, in line with the values of the group and my artistic direction, and that will tell the story of the brand and not that of the product, in a collage of characters with different identities but with stylistic affinity engaged in conversations,” said Sartori.

According to sources, De Niro will be flanked by actor McCaul Lombardi. The campaign, photographed by Francesco Carrozzini in Los Angeles, will also feature a video.

It would be a coup for Zegna to work with De Niro, who has a long-standing relationship with Giorgio Armani.

Sartori joined the Ermenegildo Zegna Group in June, with responsibility across all Zegna brands and for all creative functions. His first collection will bow for the fall season and will be unveiled in Milan in January.

After a five-year collaboration, Sartori left the top design post at Berluti in February. The designer had joined Berluti after eight years at the creative helm of Z Zegna, Ermenegildo Zegna’s more fashion-oriented brand that was launched in 2003. Sartori had first joined Zegna in 1989 after graduating from design school in Milan.

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