Zegna's Spring 2024 Campaign Stars the Iconic Mads Mikkelsen

Zegna’s Spring 2024 Campaign Stars the Iconic Mads Mikkelsen

The Actor Fronts His First Zegna Campaign After Officially Becoming a Brand Ambassador Last Year

One year after taking on the role of global brand ambassador for the luxury menswear brand, Danish actor Mads Mikkelsen is fronting his first ad campaign with Zegna.

The campaign, titled “Zegna in Summer,” indulges in the spirit of a tranquil Italian summer. Poised and serene amidst the backdrops of a mid-century style garden pool, sandy beach, or cream-colored Mediterranean house nestled in a lush garden, Mikkelsen embodies the luxury spirit of pieces from the spring 2024 Oasi Lino collection.

The collection, arising from artistic director Alessandro Sartori’s fondness for linen, expresses an aura of lightness with relaxed silhouettes and earthy hues.

“I commend the commitment of Zegna to sustainability and traceability as exemplified in their Oasi Lino range,” Mikkelsen said. “Oasi fibers epitomize the pinnacle of craftsmanship that underlies each Zegna product. It is the philosophy and principles of Zegna which make it an inspiring brand.”

Zegna has committed to ensuring the traceability of all the flax fibers it utilizes by 2024, as part of the brand’s Road to Traceability initiative.

Mikkelsen takes his place in the brand’s 232 Community as brand ambassador, which is named after the road that cuts across the Oasi Zegna headquarters in Trivero, a 90-minute drive from Milan, Italy. The Oasi Zegna territory stretches over 62 miles and was established by the company’s founder Ermenegildo Zegna in the mountains of Northern Italy, in Piedmont.

The 232 Community numbers amongst its members musician Marracash; actor Isaac Hempstead-Wright; artist and choreographer Yagamoto, as well as soccer coach José Mourinho and actor Kieran Culkin, among others.

The campaign is set to be launched globally starting Thursday with a series of events in Shanghai under the banner “Villa Zegna.” The aim is to foster global awareness of the Oasi Zegna through an immersive “multisensory journey,” featuring a series of engagements, including dinners, to be attended by Mikkelsen, along with global brand ambassador and actor Wu Lei, clients, friends of the house, celebrities, and influencers.

Mikkelsen’s association with Zegna predates this, as he attended his first show of the brand in 2017, which took place beneath Anselm Kiefer’s towering installation, The Seven Heavenly Palaces, at Milan’s Hangar Bicocca.