Wednesday 29th August

| BY Dino Bonacic

The New Defining Moments Of Ermenegildo Zegna Are Here, Starring Dev Patel and Javier Bardem

The Zegna bromance is back, back, back again. The hunky duo of Dev Patel and Javier Bardem have gone all the way from the City of Angels to the sand-hued streets of Madrid to show us the best of the brand’s AW18 collection. Suited and booted in Ermenegildo Zegna and their new XXX Zegna Couture line, Dev and Javier are the embodiment of friendly banter. In other words – they are the total friendship goals. Captured by the lense of photographer Craig McDean around the envy-inducing corners of Madrid’s best spots, the duo is on a mission to show us what contemporary menswear is all about.

Zegna are known for the fine blend of structured tailoring and sportswear elements, positioning themselves in the wardrobes of many, many men. As Dev gets lost somewhere around Plaza de España in the Craig McDean-directed one-minute comedy, his streetwear look actually comes to live. He is on the streets after all. This campaign is the prime example of why so many fashion brands look at Hollywood for their ambassadors – these men (and women) are here to make you believe in these clothes. They move in them, make jokes in them – they give this high world of fashion a more approachable point-of-view. Now we wanna be friends with the lads, and perhaps even go Zegna shopping with them. I’m going for the cashmere joggers – one in each colour, please.

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