Zegna | An Evening Party Celebrating its New Soho Lab

DJs Zack Bia and Natasha Diggs. Shot by Sansho Scott (BFA.com)

To celebrate its new Soho location, Zegna hosted a party inviting guests to experience the Zegna Lab in downtown New York City.

The new Lab was built to meet the increasing demand for luxury leisurewear. The site will evolve over the year, creating a new look every month. Zegna has also curated a rotating collection full of vintage vinyls and playlists from local DJs to create a unique shopping experience. The company also strived to create a more immersive retail experience, including a changeability feature that can highlight new capsules and exclusive products.

Shot by Sansho Scott (BFA.com)

Guests wore a mix of the brand’s signature looks, including their overshirt, triple stitch sneaker, and extras from the Fall/Winter 2021 runway looks. The afterparty was held next door at the Italian restaurant Sant Ambreous, where the attendees enjoyed cocktails and snacks.

The 111-year-old brand enters a new era after moving into the vibrant and artsy Soho neighborhood. “The focus is to work with a more modular approach, evolving constantly to follow customers’ emotions,” Artistic Director Alessandro Sartori said. The party was hosted on November 2nd, immersing guests into the new exclusive retail format.

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)

Shot by Sansho Scott (BFA.com)