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Zegna was a well-know supplier of expensive fabric to the menswear industry; now it was introducing its own line of haute-couture menswear. To make Zegna stand out as a worldly brand and to convey that men who wore Zegna would stand out as worldly, our campaign showed a Zegna suit amid many “uniforms”: astronaut suits, scuba suits, motorcycle leathers, etc. The positioning was Zegna, at home anywhere in the world. The introduction succeeded; today Zegna is a leading haute-couture label.