A company spokesman said: “The majority of our long standing clients already attend fashion shows and presenta-tions in Milan, and place orders for brands such as Dolce & Gabbana, Tom Ford, Gucci and Etro. We feel our 86,000sq ft showroom is a better environment for showcasing a brand such as Zegna.”
Giulio Cinque, owner of Cambridge menswear independent Giulio, which stocks Zegna, said he was not overly concerned about having to travel to Milan to see the collections. “Going to Milan is not a problem because it fits in with the calendar,” he said. “I already go there quite a lot to see Prada and Gucci’s collections. A lot of international brands concentrate on one showroom because it means they can manage it better.”
However, Cinque added that the rise in popularity of pre-collections or cruise collections meant trips to European showrooms may be required more frequently. This could cause potential staffing and cost problems for smaller businesses.
The new Zegna showroom, based in the Tortona fashion district, has a purpose-built theatre to present the brand’s collections.
The building will also act as the global headquarters for Zegna’s marketing and sales teams, and the existing Milan showroom will be relocated to the new premises.
The company announced last month it would withdraw from Florence-based menswear trade show Pitti Uomo, after 30 years of participation.
However, it will continue showing its Z Zegna collection at New York Fashion Week in February and September.