By Amir Benzaki
ZEGNA new store at The Exchange TRX (Picture courtesy of The Exchange TRX)
When the GC chief editor extended the invitation from ZEGNA to attend The Oasi of Cashmere - Winter 2024 Press Day, a surge of excitement swept over me. This was more than just an invitation; it marked a significant milestone as the first of its kind extended to Gentleman’s Code Magazine by ZEGNA. I recognized the importance of this moment, understanding that missing the event was simply not an option. It was an unparalleled opportunity to experience the latest offerings from ZEGNA firsthand and to immerse ourselves in the brand’s world—an experience few are privileged to enjoy.
The writer (second from right) flanked by ZEGNA team
A Warm Welcome to ZEGNA’s New Home
The event took place at The Exchange TRX, the latest architectural gem in Kuala Lumpur’s skyline and home to ZEGNA’s newly opened boutique. From the moment we stepped inside, our anticipation was met with genuine warmth and hospitality. ZEGNA ASEANIA’s representative greeted us with a charm and professionalism that instantly set the tone for what was to come. Walking into the ZEGNA Boutique felt like entering another world—one where luxury and nature harmoniously coexist in a seamless blend of Italian elegance.
ZEGNA, as we know it today, is a brand that has undergone a profound transformation. Just three years ago, it transitioned from the traditional Ermenegildo Zegna to simply ZEGNA. This rebranding was not merely a change of name but a reflection of a deeper shift in the brand’s philosophy and aesthetic. The boutique we entered was a living testament to this evolution—its design was modern yet deeply rooted in the classic elegance that has always defined ZEGNA.
The Boutique: Oasi Zegna Brought to Life
From the moment we entered the boutique, it was evident that ZEGNA had crafted a space that transcends the typical retail experience. Designed with meticulous attention to detail by Alessandro Sartori and the ZEGNA store design team, the boutique is a harmonious blend of light and warmth. The oak floors, paired with walnut finishings, create a soft yet sophisticated backdrop. The use of Italian materic textures, such as travertine stone—hammered and shaped with water jets—adds a tactile dimension, inviting exploration.
Every element within the boutique is a celebration of Italian craftsmanship. The tables, crafted by Riva1920, and the seating from Zanotta, Cassina, and Minotti, are not just functional pieces; they are art forms in their own right. The boutique is more than just a place to shop—it is a sanctuary of style, where each detail is thoughtfully curated to reflect ZEGNA’s heritage and forward-looking vision.
We learned that the boutique was designed to echo the essence of Oasi Zegna, a sprawling natural reserve in the Biellese Alps, Piedmont, Italy. Oasi Zegna is not just a park—it is the embodiment of the brand’s philosophy. Established in 1993, Oasi traces its roots back to the 1930s when Ermenegildo Zegna, the brand’s founder, envisioned a space where nature and luxury could coexist. Today, ZEGNA’s commitment to this vision is evident not only in their conservation efforts but also in the very design of their boutiques worldwide.
ZEGNA's Triple Stitch™ sneakers
A Collection that Redefines Luxury
As we toured the boutique, we were introduced to ZEGNA’s latest collections, starting with their footwear. As someone who has always favored classic, elegant shoes, I was initially skeptical about ZEGNA’s Triple Stitch™ sneakers. Having never owned a pair of sneakers, preferring the timeless appeal of leather oxfords and loafers, I was curious but hesitant. However, the moment I slipped into a pair of ZEGNA’s Triple Stitch™ Secondskin sneakers, any doubts I had began to dispelled and melts away. These shoes were not just stylish; they were a marvel of comfort. The use of super soft kangaroo skin, integrated with three crossing elastic laces, which mimic a tack stitching and give the Triple Stitch™ its name, pay homage to ZEGNA’s tailoring roots. They were both practical and aesthetically pleasing, making the sneakers easy to slip on and off without sacrificing sophistication. I found myself genuinely considering adding these to my wardrobe.
ZEGNA's Il Conte jacket
Our next stop was the outerwear section, where I was captivated by Il Conte, a jacket that epitomizes luxury leisurewear. Named after Aldo Zegna, who was conferred the title Count of Monte Rubello, the jacket is the embodiment of refinement. Its softness and graceful silhouette exude understated elegance. The jacket captures everything I admire about ZEGNA—timeless style, impeccable craftsmanship, and a deep respect for heritage.
In 2019, the ZEGNA Group introduced the #UseTheExisting initiative, a forward-thinking campaign focused on revitalizing old or discarded fabrics, surplus fibers, and offcuts, with the goal of completely eliminating waste. This same year, ZEGNA also joined the ranks of over 30 leading fashion brands in signing the Fashion Pact, a global commitment to reducing the environmental impact of the fashion industry.
What sets ZEGNA apart from other luxury brands is its deep-rooted history of sustainability that dates back nearly a century. ZEGNA’s entire ethos is centered on fostering a harmonious relationship between humanity and the natural world, ensuring that this bond is preserved for future generations. This approach, which Ermenegildo Zegna himself referred to as a "green thought," remains a core principle of the brand even today, long after his passing.
I found it astonishing how ZEGNA has woven the essence of Oasi Zegna into the very fabric of its brand identity. This connection to nature is reflected not only in the store’s design but also in the color palette of the Winter 2024 collection. The result is a collection that feels both timeless and contemporary, with a subtle nod to the ‘old money’ aesthetic—a term that has recently gained traction in fashion circles.
ZEGNA X solution
ZEGNA X
ZEGNA X: The Pinnacle of Personalization
As our tour progressed, we reached what I consider the highlight of our visit—the Su Misura section, where ZEGNA’s dedication to personalization was on full display. Here, we were introduced to ZEGNA X, an advanced touchscreen system that allows clients to customize nearly every detail of their clothing in real-time. Developed in collaboration with Shin Software, this system is nothing short of groundbreaking. It features a 3D style configurator offering 49 billion potential combinations, enabling clients to create garments as unique as their imaginations allow.
The personalization process was incredibly engaging. As we explored the various options—choosing fabrics, selecting colors, and even customizing shoes—our designs came to life on the screen through augmented reality. This technology was not just about creating clothes; it was about crafting a personalized experience where the client’s vision and ZEGNA’s craftsmanship seamlessly merge.
ZEGNA X represents a significant leap forward in the realm of bespoke fashion. I was impressed to learn that the boutique at The Exchange TRX is among the first in the region to offer this technology, following its initial launch at ZEGNA’s boutique in Siam Paragon, Bangkok.
A Memorable Experience
As our tour concluded, I found myself reflecting on the experience. The hour and a half we spent in the boutique passed in what felt like mere minutes, but it was indeed a journey—one that took us through more than just a collection of clothes but through the very ethos of ZEGNA. ZEGNA team was exceptional hosts, their passion for the brand evident in every detail they shared.
ZEGNA has always been a brand that stands at the crossroads of tradition and innovation, and this press day was a perfect embodiment of that philosophy. The boutique at The Exchange TRX is not merely a place to shop; it is a space where ZEGNA’s rich history, its commitment to nature, and its vision for the future converge.
For those who appreciate the finer things in life, a visit to this boutique is an experience in itself. And for anyone planning a trip to Italy, adding Oasi Zegna to your itinerary is a must—I know I will make it a mandatory stop on my next visit. After all, as I’ve learned, ZEGNA’s greatest luxury is not just in the clothes they craft—it’s in the way they seamlessly blend nature, heritage, and innovation into everything they do.
As they proudly declare, the second-best thing they do is clothing. The first is Oasi Zegna.
