Transforming heritage into experience, turning Turin into a living narrative of craftsmanship and human connection.
Zegna and Mytheresa have joined forces to curate The Torino Experience—an immersive, invitation-only event that reimagines what luxury engagement looks like in 2025. Held in Turin this week, the journey invites top clients into the heart of Zegna’s heritage through an experiential itinerary that blends Italian culture, craftsmanship, and hospitality. From a welcome cocktail at the Teatro Regio, followed by a private dinner hosted by Artistic Director Alessandro Sartori, and the next day, with a finale of a vintage car tour through the city’s historic center and a luncheon at the storied Ristorante del Cambio. This collaborative retreat reframes luxury as an act of participation rather than possession.
For Zegna, choosing Turin—a city deeply rooted in the brand’s heritage — is both a personal and strategic move. Chairman Gildo Zegna noted that the city holds deep significance, not only as his birthplace but as a setting steeped in the family’s tailoring roots. This exclusive experience is an expansion of the brand’s efforts to curate authenticity and human connection. Rooted in the same location as the Fall campaign, The Torino experience not only brings the current collection to life, but simultaneously follows last year’s Oasi Zegna experience. This focus on experiential touchpoints underscores a growing movement in luxury toward place-based storytelling: experiences that draw clients closer to a brand’s cultural and emotional geography. For Mytheresa, the event builds on its success in cultivating ultra-high-net-worth relationships through bespoke experiences that merge commerce with cultural immersion.
From a business perspective, CEO Michael Kliger confirmed that Zegna’s partnership with the platform has surged more than 100 percent year-over-year, signaling the strength of experiential loyalty in an increasingly digital marketplace. But beyond the scenic backdrop, The Torino Experience also carries tangible commercial touchpoints that reflect this momentum. Ahead of the event, three looks from Zegna’s Fall 2025 collection debuted exclusively on Mytheresa: shearling outerwear, Oasi Cashmere knits, and refined tailoring, all unavailable through other retailers. The pieces serve as physical touchpoints within a narrative of heritage and innovation, aligning product with place and story.
In curating this hybrid of fashion and environment, Zegna and Mytheresa articulate a broader shift in luxury; one where emotion, context, and memory are the new markers of value. As brands compete not for attention but for intimacy, Turin may represent what the future of luxury feels like: lived, layered, and profoundly human.