May 28, 2013 |
ZEGNA: THE GN PROJECT
To celebrate the soon to happen debut of Stefano Pilati as creative director of Ermenegildo Zegna and Agnona, the Zegna group have launched a new project which “isn’t a creative incubator, nor is it a diary. gN is a place where one isn’t forced to stop if one doesn’t want to.” Being Tuesday morning, which means that I am having huge difficulty deciphering the press release, here is the press release, explaining the whole thing much better than I could ever hope too. The tumblr looks great by the way.
“gN – the only two letters that the Gruppo Zegna’s two brands – Ermenegildo Zegna Couture and Agnona – have in common. Both are designed by creative director Stefano Pilati, whose official debut is scheduled for June 22 with the men’s wear collection. gN is also a component of the Italian language, a complex phonetic diagram, one of the hardest for a foreigner to pronounce.
The latest Internet project realized on the group’s tumblr platform stems from this notion and from the collaboration with Matt Mason, author of the bestseller The Pirate’s Dilemma. A real milieu, an empty and immaculate room where a real projector, a modern antique object, will project “slides of words,” real words, not computer-created ones.
Nouns, verbs and adjectives borrowed from Stefano Pilati’s vocabulary, spoken during the many hours spent working on these new projects that tell of his inspiration. Language “errors” of who is used to working with a pure image and who unconsciously attributes a different meaning to the words even if they are grammatically perfectly.”
by Natalie Dembinska
