Zegna calls on Mads Mikkelsen to front new AW25 campaign

Italian tailoring powerhouse Zegna has enlisted the services of Danish actor Mads Mikkelsen to front its new ‘It’s not a suit, it’s a Zegna’ campaign for AW25.

Ermenegildo Zegna founded the company in 1910 in Trivero in northern Italy, but had a personal tailor in Torino where he regularly brought his own fabrics to be made into suits.

It was there that his distinctive way of dressing took shape and, for AW25, Zegna is going back to its roots with ‘Torino style’ - a silhouette inspired by the founder’s original suit.

The shoulders are structured, the lapels are wide, and the construction is “precise”. Each jacket features three-button sleeves, a higher buttonhole inspired by the iconic 232 Road brand mark, and rounded pockets available in both flap and patch versions.

At the heart of the collection is the new ‘Vellus Aureum’ suit, reimagined in a flannel that’s “so soft it feels weightless”. The suit is constructed using couture level techniques, with hand-finished trousers, pure silk linings and “the distinctive architecture that marks every Zegna creation”.

The new AW25 campaign with Mads Mikkelsen, who is starring in a new horror thriller called ‘Dust Bunny’ – due to be released in early December – was shot inside Teatro Regio di Torino and in the stillness of the Alpine landscape beyond.

The campaign captures the essence of Torino, with Mikkelsen strolling through its iconic streets, pausing for a slow mid-morning espresso, while “embracing a way of life that is both sophisticated and relaxed”.

Torino style is synonymous with refined, structured elegance, and the city itself has long been a hub for craftsmanship and high-end tailoring.