The latest addition to the Italian luxury brand, the Memorie fragrance collection draws inspiration from the brand’s DNA and the places loved by its founder, Ermenegildo Zegna. It also adds a new, more cinematic dimension with its ambassador, actor Mads Mikkelsen.
For Memorie (memories in Italian), its first permanent fragrance collection, Zegna is taking a bold step with a range that falls halfway between niche perfumes and conventional luxury fragrances, offering a ticket to the Italian Dolce Vita at $349 for 100 ml, which is much less than its limited edition Il Conte, sold for €3,000 after a fashion show in Dubai.
Each of the six fragrances evokes an emotional memory linked to the history of the House, founded in 1910, and to the Piedmont region where its founder was born.
A six-chapter narrative
The Memorie collection was born out of a collaboration with Give Back Beauty, which took over the beauty license from Estée Lauder in 2023. The Italian names and tones of each of the six fragrances evoke a favorite object or place dear to Emenegildo Zegna.
Il Calamaio refers to the founder’s inkwell, blending notes of ink and oud. Il Lanificio takes its name from the wool mill opened in 1910 and offers tones of Tahitian vanilla, suede, and sandalwood. A Trivero evokes the village of Trivero, the Piedmontese birthplace of the company. Il Sottobosco, literally “the undergrowth”, is a woody fragrance evoking the forests of the Oasi Zegna. La Panoramica is inspired by the road that winds through the surrounding mountainous landscape. Finally, Saga del Piemonte is a woody, gourmand fragrance based on the combination of coffee and ratafia (an aperitif mainly composed of liqueur).
In line with the Italian luxury brand’s commitment to the environment, each fragrance comes in a refillable glass bottle with an ash wood cap, decorated with the Zegna family crest.
Cinematic trajectory
To enhance the multisensory experience of its first fragrance collection, Zegna enlisted the help of Danish actor Mads Mikkelsen, ambassador for the House since 2024.
The face of Zegna Man, who has made a name for himself in both blockbusters (Casino Royale, Fantastic Beasts: The Secrets of Dumbledore, etc.) as well as in arthouse films (Drunk, Arctic, etc.), stars in a mini-film shot in an Italian alpine villa as a descendant or even a reincarnation of the founder, remembering the illustrious creator through artifacts scattered throughout the sumptuous residence, such as a miniature car.
Read also > Zegna: Gildo Zegna hands over operational management
Featured photo: Zegna
