
Ode to Oasi
Ermenegildo Zegna wrote the book on dapper Italian style. Now, a new coffee-table tome pays homage to its greatest creation—one that, hopefully, will endure long after the brand is gone.
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Strolling through a storybook forest like Oasi Zegna in Northern Italy, one could easily (and, perhaps, understandably) find heightened concepts like fashion and design slipping out of mind entirely.
Yet it’s here, in the spiritual home of an entity that has come to embody both Italian elegance and high-powered corporate tailoring, where fashion’s potential for regenerative change is at its most striking. Born in Oasi Zegna, a new tome from the Zegna house and published by Rizzoli, brings this relationship to life in vivid colour—a tribute both to the sweeping nature reserve that stands as the brand’s greatest creation and the philanthropic streak that remains core to its identity.
While Zegna’s modern-day nerve centre lies in Milan, its soul rests in Trivero. A secluded comune nestled in Northern Italy’s wool-producing Biellese Alps, it was here Ermenegildo Zegna and his brothers started making quality fabrics using a mill handed down to them by their father over a century ago. Ermenegildo’s vision grew in line with his house’s reputation, and as the Roaring Twenties gave way to the austere ’30s, he recognised something commonplace today, but then revolutionary—the potential of fashion as a force for social and environmental good.
By then one of the area’s biggest employers and its most significant social force, Zegna funded social welfare projects and employed locals to start work reforesting 100 km² of hillsides and valleys surrounding the brand’s ancestral home. Transforming a landscape rendered barren and lifeless by a century of industrial revolution, the half-million trees planted would bloom in the decades that followed to form Oasi Zegna, a pristine pocket of wilderness 30 times larger than New York’s Central Park. It’s both the brand’s greatest creation and, increasingly, its greatest source of creative inspiration.
Even as Zegna’s suits have become a common sight in offices of state and on Hollywood’s most glamorous red carpets, Oasi Zegna serves as a living, breathing symbol of democratisation within the world of high fashion. To this day, it remains freely accessible to the public—a popular escape for action sports enthusiasts and bird watchers alike—and is the brand’s main philanthropic HQ, home to the house’s charitable foundation, a host of contemporary art installations and myriad biodiversity projects.
At once an ode to Zegna’s altruistic heritage and a visual mission statement for its future, Born in Oasi is not your typical coffee-table fashion book. There are no monochrome shots of glamorous supermodels in razor-sharp tailoring. Rather, suits and shoes give way to Oasi Zegna’s lush forests captured at the height of summer and in the brightest hues of autumn, both in its modern-day resplendence and during its early years. Archival photos and artworks are interwoven with contemporary illustrations by Paolo Bacilieri, Cecilia Carlstedt and Giuseppe Ragazzini, offering a conceptual look at the brand’s metamorphosis from a successful mountainside clothmaker into a tailoring icon—a story eloquently told in text by journalist Chidozie Obasi.
Emerging from the hyper-capitalist aesthetic that dominated throughout the turn of the millennium, in recent times Zegna has joined its contemporaries in re-evaluating its relationship with nature. Oasi Zegna is naturally the focal point of such ruminations. A strip of 232 Panoramica Zegna, the serpentine road Zegna built to improve public access to Oasi and its sweeping vistas, now features on the company’s logo.

This influence is already filtering down into the label’s sartorital output. Artistic director Alessandro Sartori, who rejoined the brand in 2016, has made a pronounced shift away from the sporty casualwear and overtly slick suiting of Zegna’s recent past, allowing the natural textures of wool, linen and cashmere to guide it back to a more time-honoured aesthetic. But regardless of what lies ahead creatively, Oasi Zegna, and the book it inspired, will serve as an essential reminder of what can be achieved when the industry’s biggest players embrace conservation over consumption.
“It’s a legacy that [Ermenegildo] left us for future generations,” says Zegna’s great-grandson, now the company’s chief marketing, digital and sustainability officer, Edoardo. “His vision went beyond reason, and as a generation, we are just its custodians.”
Born in Oasi Zegna is now available to buy exclusively at Zegna stores globally and online; zegna.com

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