From A to Zegna

SINGAPORE — Ermenegildo Zegna (pronounced “er-me-ne-jill-do  zen-ya”), the world leader in luxury men’s clothing, opened its newest store last August 31 at the Capitol Tower, one of the landmark office buildings in this city’s financial district.

This is the third Zegna store in Singapore, complementing two other Zegna stores at Paragon mall and Takashimaya department store.

“We are optimistic about the growth of the Zegna brand in the Asia Pacific, and Singapore is an integral part of our expansion plans in Southeast Asia,” said Dr. Paolo Zegna, chairman of the Ermenegildo Zegna Group.

Designed by architects Gianmaria and Roberto Beretta of Studio Beretta in Milan, the store uses a variety of dark colors, natural textures and detailed furnishings to create luxurious interiors, keeping with a Zegna heritage of timeless style and sophisticated elegance.

The store stocks Zegna ready-to-wear apparel, including the Couture, Sartoria, and Upper Casual lines of fine garments, and will carry the new Heritage collection of leather accessories, including a limited range of handmade exotic shoes, bags and wallets.

Leatherwear, ties, sunglasses and fragrances complete the selection.

The Capitol Tower store offers the Su Misura service and the unique Su Misura room for the discerning gentleman who wants to create his own look and style. Misura is Zegna’s exclusive made-to-measure service that offers custom-tailor suits, leather coats, shoes and accessories.

“Being a men’s-only luxury brand, we understand our customers and the environment they feel most comfortable shopping in,” said Alessandro Raniolo, managing director of Ermenegildo Zegna SEA. “He is someone who not only demands quality but wants convenience. Capital Tower is designed with that customer in mind. Personal attention and details are paramount so we are offering a personal styling service, including individual tailoring appointments offered in the privacy of their offices.”

To celebrate the opening of the Capitol Tower store, Zegna held a cocktail party and fashion presentation at a temporary tent set- up fronting the store.

Present were Zegna family members, executives, friends and clients, Singapore expats and socialites, and members of the Asian press. We appreciated the beauty and craftsmanship of Zegna suits as seen on Zegna’s brand director for Upper Casual Paolo Formaggio, Zegna’s regional retail manager Steven Lam, Jaynius of Zegna Capitol Tower store, and Anton Huang, executive vice president of Stores Specialists Inc.

Guests feasted on lots of imported truffle cheeses, patés, the biggest grapes we’ve ever seen, a grilling station featuring tiger prawns, olive oil-roasted vegetables, pistachio-crusted veal loin, fresh strawberry doughnuts dipped in chocolate and an endless assortment of wines. (You could say they went all-out.)

To demonstrate their passion for high-quality fabrics, glass jars, sacks and Lucite boxes of un-spun, dyed and un-dyed raw greasy wools and mohairs were displayed for the guests to touch and feel.

A tailor demonstrated jacket construction while a shoemaker tinted leather with wine, while talking to guests.

A brief fashion presentation showcased Zegna’s latest collections for fall ’07 and winter ‘08.

Since 1910, Ermenegildo Zegna has remained a family business, now managed by a fourth generation of Zegnas with Paolo as chairman, Ermenegildo as CEO, Anna, Benedetta, Laura and Renata Zegna.

The company has a yearly output of 2.3 million meters of fabric, 600,000 suit units, 1.6 million sportswear items, and 1.75 million textile accessories.

Zegna’s presence in the business of men’s luxury wear is felt in over 60 countries worldwide. In the Philippines, Zegna is offered at Rustan’s Makati and Shangri-La Plaza by Stores Specialists Inc.