MILAN — A year into his role as global brand ambassador for the luxury menswear brand, Danish actor Mads Mikkelsen is fronting his first ad campaign for Zegna.
Titled “Zegna in Summer,” the spring 2024 ads seem taken from a Pinterest board dedicated to placid Italian-style summer getaways.
Portrayed against a midcentury-looking garden pool, on a sandy beach or by a cream concrete Mediterranean house nestled in a a lush garden, the actor sports gear from the spring 2024 Oasi Lino collection, artistic director Alessandro Sartori’s love letter to linen, which telegraphs lightness via relaxed silhouettes and earthy tones.
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“Zegna is the leader in the production of fine fabrics and global excellence in menswear. Their commitment with Oasi Lino towards sustainability and traceability is extraordinary,” said Mikkelsen. “Oasi fibers are the epitome of the highest craftsmanship that goes into every Zegna product. The philosophy and values of Zegna are the reason why it is such an inspiring brand.”
![Mads Mikkelsen fronts the Zegna spring 2024 ad campaign Oasi Lino4](https://cdn.statically.io/img/wwd.com/wp-content/themes/vip/pmc-wwd-2021/assets/public/lazyload-fallback.gif)
Zegna has pledged to certify the traceability of all the flax fibers it uses by 2024, in keeping with the brand’s Road to Traceability program.
In his role as brand ambassador, Mikkelsen joins the brand’s 232 Community, named after the road crossing the Oasi Zegna headquarters in Trivero, a 90-minute drive from Milan. The Oasi Zegna is a territory spanning more than 62 miles designed and created by the company’s founder Ermenegildo Zegna in the mountains of Northern Italy, Piedmont.
The 232 Community includes 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’s global rollout is being celebrated starting Thursday with a series of events in Shanghai dubbed “Villa Zegna.”
Intended to spread knowledge on the Oasi Zegna globally, the event concept entails an immersive “multisensory journey,” as the company described it, for its VICs. A series of activations, including dinners, are to be attended by Mikkelsen, alongside global brand ambassador and actor Wu Lei, drawing clients, as well as friends of the house, celebrities, tastemakers and KOLs.
![Mads Mikkelsen fronts the Zegna spring 2024 ad campaign Oasi Lino4](https://cdn.statically.io/img/wwd.com/wp-content/themes/vip/pmc-wwd-2021/assets/public/lazyload-fallback.gif)
Mikkelsen has been a longtime friend of Zegna, having attended his first show of the brand in 2017, held beneath Anselm Kiefer’s towering installation, The Seven Heavenly Palaces, at Milan’s Hangar Bicocca.
The Danish actor’s profile grew internationally in the mid-2000s after playing the main antagonist role in the 21st James Bond movie, “Casino Royale.” He is poised to lend his voice to Kiros, a lion among the characters of “Mufasa: The Lion King,” an upcoming Walt Disney Pictures and Pastel Productions’ musical drama directed by Barry Jenkins.