ZEGNA unveils MEMORIE, a new fragrance collection that distills more than a century of vision, craft and landscape into six olfactory volumes.
The name MEMORIE comes from the Italian word for “memories” — not as something preserved in the past, but as lived experience. Moments shaped by place, gesture and intention, carried forward through time.
Once upon a time, in the Alps of northern Italy, a visionary entrepreneur had a dream. It was 1910. From that moment, a story began — shaped by daily rituals, meaningful objects and a deep relationship with nature. His story has been passed down from generation to generation.
Each fragrance reflects a chapter in the Founder’s life, rooted in a specific place or object.
I — Il Calamaio, where ideas first took shape at dawn.
II — Il Lanificio, where raw fibres became fabric.
III — A Trivero, the road leaving home, opening towards the world.
IV — Il Sottobosco, the forest after rain, where vision found grounding.
V — La Panoramica, the road carved into the mountains, shaped step by step.
VI — Saga del Piemonte, the evening tale, where memory becomes legacy.
Six volumes. Six fragrances. Each one capturing a lived moment — a scent of memorie — suspended between nature and industry, intimacy and ambition, thought and action.
Revealed in a precise and intentional sequence, the six fragrances follow the rhythm of a life in motion: from the intimacy of thought to the openness of landscape, from creation to contemplation. Together, they form a single narrative rather than a collection of standalone expressions.
Rooted in the Italian Alps and born in 1910, ZEGNA has always understood legacy as something lived. MEMORIE reflects a distinctly Italian way of living — grounded yet visionary, intimate yet ambitious — where beauty is never separated from responsibility, and memory is never static.
To accompany the launch, ZEGNA presents a new cinematic film starring Mads Mikkelsen, written by Roman Coppola and directed by Boramy Viguier. Set within Casa Zegna, the family’s historic home in Oasi Zegna, the film unfolds as a contemplative journey through six interconnected worlds, guided by a miniature car — a poetic symbol of movement, imagination and continuity. Coppola’s cinematic language allows memory to emerge through silence, rhythm and space rather than explanation.
Each fragrance is housed in a refined glass bottle with soft gradient finishes inspired by its emotional landscape, sealed with an ash-wood cap crowned by the Zegna family crest. Refillable by design, MEMORIE reflects the belief that luxury should endure —preserved, revisited and passed on.
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