Zegna stands out in Chengdu with its Oasi Cashmere

From Piedmont to Los Angeles to China, Zegna’s Oasi Cashmere continues its journey. Following a collaboration with The Elder Statesman in the sunny Los Angeles, the brand now heads to Chengdu to strengthen its long-standing relationship with the Asian country. This partnership began almost 40 years ago when family members came to China in 1985 searching for high-quality materials, including cashmere.

Today, the Biella-based company counts 84 stores in total, consisting of boutiques and outlets. In the first half of 2023, the market generated revenue of 307 million euros (+27%). «Oasi Zegna in Trivero embodies our values. In China, Chengdu is a young, modern and vibrant city» Alessandro Sartori, the brand’s artistic director, explained to MFF during the opening event of the Zegna Oasi Cashmere pop-up store at the Geo House Taikoo Li luxury shopping complex, which took place yesterday. Just a few kilometers from the city lie centuries-old parks, panda reserves, and temples perched on mountains amidst lush vegetation. There is a palpable buzz in the metropolis. This excitement is not solely due to the presence of new Brand Ambassador Leo Wu, a Chengdu local who, alongside other celebrities from the area, drew adoring throng of young fans to the event.

«This city interests us because of its young and loyal audience, along with two excellent stores. It is a futurist city,” Alessandro added. “We visited China frequently before Covid-19, and we are returning not only for business but for its intriguing sightseeing and consumers. They are highly responsive, young, and have a significant spending capacity, resulting in constant changes».

The unique dynamic previously seen only in certain markets are now evident in China. This country was among the first post-Covid-19 locations to see the emergence of certain trends while others became stronger.«The trends in various cities vary due to factors such as climate, political geography, social geography, and the proximity to Hong Kong. In addition, the area is a significant industrial and manufacturing hub. The North is a completely distinct region» Sartori noted. A space dedicated solely to the Oasi Cashmere line, exuding a vibrant and sophisticated allure, has been established in Chengdu for the next three weeks.

«Oasi Zegna is more than just a green space created by our visionary Founder Ermenegildo Zegna. It serves as a source of inspiration and reflects our values. Oasi products are sustainable garments, artifacts, and fabrics. When it comes to our cashmere, we prioritize both sustainability during manufacturing and products traceability. All the yarn in this collection is sourced from selected farms in Mongolia, with Zegna using only Oasi Cashmere. After purchasing the fiber, we produce a diverse range of yarns, including carded and worsted, allowing us to maintain control over the entirety of the production cycle. The yarns are then sent to Zegna’s integrated supply chain circuit, including laboratories that work exclusively by hand».

The collection in the Chengdu space showcases 8 distinct Oasi Cashmere yarns with varying properties. The range includes handmade knits, hand-gauzed sweaters, and jacquards. Additionally, jersey fabrics are expertly combined with knits. A capsule collection with The Elder Statesman, unveiled in California recently, also features in this exclusive line. «The collection holds a special significance to me. I remember admiring these excellent products at Isetan in Japan, Maxfield in Los Angeles, and Dover Street Market in London. The handcrafted feel of the products fostered a sense of affinity and excitement within me» Sartori remembered. «About three years ago, an acquaintance introduced me and Founder Greg Chait for a simple coffee during his visit to Milan. We accompanied him on a visit to Oasi in Trivero, which later led to an invitation for me and our Cmo,  Edoardo Zegna, to observe their unique handmade garment-making process that involves hand-dyeing and hand construction. He wanted to meet with us again to discuss using our technology for his products. Inspired by his magnificent product, we sought to collaborate. Three years later, our partnership was born». A world of creativity emerges through colors, shapes, jacquards, and patterns that one can physically touch. «I think it is a beautiful and rare luxury, especially in a city like Chengdu where young people appreciate such creativity. With its vibrant and beautiful colors, a fancy product like this could be successful» he concluded. (All rights reserved)