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Collaboration in fashion: A winning marketing strategy

Italian menswear label Ermenegildo Zegna has claimed that it’s giving birth to a new grammar of style: A dialogue between Alessandro Sartori and Jerry Lorenzo. It started when Sartori, the artistic director of Ermenegildo Zegna, met Jerry Lorenzo, the founder of Los Angeles streetwear brand Fear of God. Lorenzo said that he and Sartori understood each other from the very first moment they met, and following their conversations, a collection named “Fear of God exclusively for Ermenegildo Zegna” naturally evolved. First introduced in March and commercially available in September, the collection has already been seen worn by public figures such as South Korean band BTS and Los Angeles Lakers’ Kyle Kuzma. Items worn by BTS members, when taking over Jimmy Fallon’s The Tonight Show, include black sweatshirts with the Zegna logo, white crewneck shirts, … Read from source….